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Selfridges opts for new technology to engage its customers

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Selfridges is using new technology to listen and engage with its customers online.

Using software from social media monitoring and engagement firm Synthesio, the department store group aims to analyse customer comments around the world, including on Asian social networks such as Sina Weibo. This, it says, will enable its marketing and customer service teams to respond efficiently to customer queries while engaging with customers and analysing their online and offline experiences.

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.”

Synthesio’s software monitors and evaluates online conversations across social media, review sites, forums, blogs and newspaper comments sections in 50 languages and 200 countries. Its platform includes a built-in metric for measuring online reputation through a social reputation score, which many use to benchmark themselves against competitors.

Loic Moisand, founder and chief executive 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.”

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