Selfridges has chosen software from enterprise listening technology company Synthesio to listen to and engage with customers online.
Selfridges will now be able to monitor and analyse customer comments online on a global basis, including key Asian social networks like Sina Weibo. This will enable Selfridges’ marketing and customer service teams to respond efficiently to customer queries, engage with customers and analyse their online and offline experiences with Selfridges, Synthesio claims.
Synthesio’s software monitors and evaluates online conversations across social media platforms, review sites, forums, blogs and the comment sections of newspapers, in 50 languages and 200 countries.
The agreement with Selfridges follows Synthesio securing a similar brief with Virgin Atlantic last month.
Claire Higgins, head of digital marketing at Selfridges, said: “We are continually striving to provide the best possible service to our customers. By using Synthesio’s platform we will be able to provide even better care online and gain valuable insights that will help us better understand the online and offline experiences of our customers.”
Loic Moisand, founder and CEO of Synthesio, said: “We are delighted to start working with such an iconic brand like Selfridges, and we look forward to helping them continue their great work of delighting their customers. This project is another great example of integrated Listening and Engagement, which is becoming the de-facto strategy for mature brands.”
Synthesio’s platform also contains a built-in metric for measuring a company’s online reputation – SRS (Social Reputation Score) – which many brands use to benchmark themselves against competitors, and measure the impact of their activities.
Selfridges joins a stable of global accounts at Synthesio, including Virgin Atlantic, Nissan, Toyota, BT, Jameson Whiskey, BNP Paribas and MTV.