Skip to main content

Save or Share this Report

For Application Development & Delivery Professionals

How Carphone Warehouse Uses Twitter And Social Media To Transform Customer Service

January 26, 2010


  • By Natalie L. Petouhoff, Ph.D.
  • with Connie Moore,
  • Andrew Magarie

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


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

  • Use Twitter To Build Relationships With Customers
  • Related Research Documents