Brandwatch is an analytical tool that allows organisations to process and organise online data, which then allows businesses to analyse the relevant feedback and improve in certain areas.
In relation to Argos and their use of Brandwatch, the software enabled Argos to consider their customers needs in regards to the opening of a number of new digital stores across the UK. The way in which Brandwatch organised the data allowed Argos to sift out irrelevant information automatically. An example of this would be a tweet that was made by a customer to the @Argos_Online Twitter account informing them that the sign above the store in Clapham Junction had been named incorrectly. This tweet is something that allowed Argos to iron out the issue quickly and efficiently due to the fact that the Brandwatch software had automatically organised the tweet into a Clapham Junction category, which resulted in the appropriate member of staff picking up on the message and informing the manager of that store, which enabled that particular Argos store to amend the sign, much to the satisfaction of the customer: “@Argos_Online thank you so much for listening!!! I shall definitely be coming into the store. #greatcustomerservice #onehappybunny”
Brandwatch’s capabilities don’t end there. As a result to eWOM through social media, Brandwatch were able to organise and analyse data in regards to customer’s feedback by demographic. An example of this would be the fact that men showed a high level of positivity to the digital change in stores and were especially interested in the store’s high-tech features, whereas female customers spoke more positively about the company’s new approach to customer service. This is all incredibly valuable in terms of keeping their customers happy.
More information in regards to the new digitalised Argos stores can be found here: https://www.theguardian.com/business/2015/apr/29/argos-to-open-200-more-digital-stores-in-bid-to-modernise