Argos - A Social CRM Case Study | Testify Digital

Argos – A Topline Social CRM Audit COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED REGISTERED & IPA PITCH PROTECTED

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Argos Social Media Monitoring

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Argos – Social Media Mentions

A search for social media mentions of Argos over 2 weeks 13/1/12 – 26/1/12

20,496 total mentions


Twitter 13260 Forums 3901 Facebook 1204 Blogs 1105 Comments 492 Videos 191 News 186

•  85% of all mentions of Argos are on Twitter

•  Twitter & Forums account for 84% of all mentions

Argos – Monitoring Twitter for opportunities

•  Argos monitor Twitter for more than just their brand terms

•  They monitor for general mentions of products in their sale, then reach out and engage with a Twitter user if they show purchase intent

•  They could also be following users they have identified as influencers and are monitoring for opportunities to inform of their offers.

•  Argos have a wide range of products and as such there are thousands of opportunities to engage


@ArgosHelpers Response rate


•  @ArgosHelpers is the customer service Twitter account for Argos •  The trend lines show @ArgosHelpers’ response rate to @messages

over time and show a very responsive account •  Instances where the messages to ArgosHelpers exceed that of the

responses are the result of retweets of an original message to @Argoshelpers

Tweets sent to @ArgosHelpers Tweets sent from @ArgosHelpers

Argos Facebook Customer Service


•  Argos receive a lot of customer queries and complaints on their Facebook wall.

•  Customers are generally responded to quickly and Argos does a good job of resolving issues in a professional, sympathetic and efficient manner

•  They don’t delete posts and as such there is quite a lot of negative comments, however Argos are able to keep their replies constructive and well-judged.

Argos Pricing Error


Argos Pricing Error


•  On Saturday 21/1/12 Argos incorrectly displayed the price of a Nokia Lumia handset at almost ¾ its price for several hours

Argos Pricing Error


3,172 mentions News of the too-good-to-be-true deal spread fast, and led to social media mentions of Argos being over three times higher than on an average day

The error was picked up on by @HotDealsUK and other popular Twitter accounts and rapidly spread through Twitter

Argos Pricing Error


•  When directly asked about the deal, @ArgosHelpers tweeted that ‘having looked into’ it, it appeared to be correct.

•  There was a clear breakdown in communication between Argos’ different online departments

Argos Pricing Error


•  After several hours Argos noticed and fixed the error, but didn’t acknowledge or apologise for it on their Facebook or Twitter pages other than in @message responses to users

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