Gorkana Insight & Analysis Team
Dixons Carphone retains Diffusion
Dixons Carphone has called in Diffusion to work on a social customer care brief.
The agency will design and implement a new framework to improve social media customer service for the group’s Currys PC World and Knowhow brands.
Diffusion will work with Dixons Carphone to structure its social customer service function to be as efficient and responsive as possible in helping resolve customer enquiries over social.
Activity will focus on ensuring that clear processes exist to prioritise and resolve queries, as well as how to identify customer comments that could require an escalated response.
The agency will also work with the brand to put in place a new set of social customer care SLAs and performance metrics, and will then track and evaluate these on an ongoing basis.
A central part of Diffusion’s brief will focus on developing a clear and comprehensive tone of voice for the customer care team, complementing that for the Currys PC World and Knowhow brands.
Bridget Meiring, social media marketing manager for Currys PC World/Knowhow, said: "Diffusion impressed us with the depth of the insights gathered from its first-hand experience in guiding major retail and consumer brands in social customer care.
“They were able to demonstrate how our social customer care approach needs to go beyond just the latest technology and work at human level that truly conveys our brand voice and values.”
Diffusion director Tom Malcolm said: “We live in a world where social media channels have now become the first, rather than the last point of call for consumers with queries and complaints.
“Brands therefore face a dual challenge of rising expectations from the public demanding high quality and responsive social customer service, and the realisation that online customer care teams are increasingly visible brand guardians, who need to convey the personality and values of the organisations they are representing. Dixons Carphone has been a pioneer in recognising this new reality."