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Best Buy's Twelpforce has tweeted responses to nearly 28,000 customer inquiries

Fast Company blogger Drew Neisser takes a look under the hood of Best Buy's "stunningly effective" Twelpforce, the retailer's initiative to reach out to customers via Twitter.

Since July 2009, 2,600 employees have tweeted responses to nearly 28,000 customer inquiries.

Twelpforce has "paid for itself many times over via extensive PR coverage, enhanced brand perceptions, and potential savings to the call center," Neisser writes. "Setting a new standard for Marketing as Service, Twelpforce is worth studying, both for its lightning quick development process and for the surprise benefits of this highly innovative program."

Read the entire blog post here.

Source: Fast Company
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