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	January 26, 2010 How Carphone Warehouse Uses Twitter And Social Media To Transform Customer Service by Natalie L. Petouhoff, Ph.D. with Connie Moore, Andrew Magarie	Average: 10  (1 rating)

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Executive Summary

The Carphone Warehouse (CPW) is Europe's leading independent retailer of mobile phones and services, with more than 2,400 stores in nine countries. Because CPW's customers posted comments about service issues on Twitter, blogs, and e-review sites, CPW was faced with the decision of whether to enter the social media world. After deliberation, CPW customer service professionals decided to publicly acknowledge customer complaints in the cloud. Their strategy was to take a brave stance and change customer/company interactions by harnessing the power of social media to say "I'm sorry." CPW found that Twitter offers a new opportunity to truly listen and engage in customer conversations, address customer complaints and feedback more quickly, and proactively provide information to customers, as well as positively influence customer's opinions.

TABLE OF CONTENTS

• Companies Question Whether Twitter And Social Media Provide Business Value
• CPW Finds Substantial Business Reasons To Use Twitter For Customer Service
• CPW's Next Steps: Push The Boundaries Of Twitter And Explore Online Sites

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