Sentiment report on online retail social media

TWITTER CUSTOMER SERVICESOCIAL MEDIA ANALYSIS

OVERVIEW

The research in this report is tailored to

four online retailers: Boohoo, ASOS,

Missguided and Simply Be.

It is an analysis of the Twitter customer

workflow of each of the four online brands.

The report benchmarks each of the online

retailers’ performance in relation to the

customer experience. It provides an insight

into the leading topics and conversational

threads around customer service, satisfaction

and complaints, with a spotlight on deliveries,

payments, refunds, and the online shopping

experience. It includes a comparative

analysis of key influencers in the brand

discussion, and sentiment.

It also provides an insight into unexplored

opportunities within each of the online

retailers’ customer base. It highlights how

integrating social into your customer service

strategy will improve your customers’

experience, and reduce complaints and

dissatisfaction. Turning social media channels

to your advantage will win you new fans and

customers, help retain existing customers, and

convert them to be your brand champions.

The reporting period is 31 March 2014 – 6 April 2014

BUZZ ANALYSIS

Competitor buzz analysis

Average number of comments each weekKey findings

ASOS had the highest number of mentions at 5,237, followed by Boohoo on 1,119. Missguided generated 712 mentions and Simply Be had the weakest customer signal at 188.

d

914

3,874

632

257

Busiest days

Wednesday

Friday

Thursday

Monday

KEY INFLUENCERS

Boohoo: Key influencers by authority

@1Dup_dates3 was the most influential Boohoo customer using Twitter with 104,000 followers. The customer was frustrated with poor service and delivery:

ASOS: Key influencers by authority

@JamesHartleyTV was the most influential ASOS customer using Twitter with 125,000 followers. The customer wanted to speed up delivery of their order by tweeting the brand:

Missguided: Key influencers by authority

@hollie_wakeham was the most influential Missguided customer using Twitter with 19,100 followers. The customer was disappointed they could not film a look book, and tried to find resolution on both of the brand’s Twitter handles:

Simply Be: Key influencers by authority

@AThriftyMrsUK was the most influential Simply Be customer with 12,800 followers. The customer retweeted this promotion from @SimplyBeUK. Although, @Charlie_Tees was disappointed not to have seen the tweet in time for her order:

LEADING TOPICS: CUSTOMER EXPERIENCE

Competitor customer service

Customer service

Some Boohoo customers appreciated fast, helpful advice from its help team. For example, @Noushi92 appreciated its team quickly re-ordering a faulty item and thanked them for their ‘great service’. @webdarren challenged his team at @redstarcreative to look at ways to ensure his company received positive customer feedback on service, using praise for Boohoo’s service as an example of when a company gets it right. ASOS was also complimented by some customers for quick resolution. @RodCosmos thought the five-minute turnaround was ‘class’. Missguided customers also tweeted thanks for prompt service. @red85stacie acknowledged excellent service at Simply Be’s Teeside shop. Online shoppers also wanted to know when out-of-stock items would be available again. Boohoo customers asked about its Louise drawstring parka with fur trim hood, and its Natalia jumpsuit. ASOS was asked when more sizes for its Pour Moi gypsy floral halter underwired bikini top would be in stock. @Missguided_help advised its customers to check the back in stock section of its website.

However, there were gaps in service particularly around response times on different customer care channels. Some customers also tweeted frustrations when they felt they were being ignored. For example, Boohoo customer @IwonaSadowska contacted service teams seven times and did not receive a promised response. ASOS customer @katyryan05 complained about waiting 17 hours for a response on Twitter. Missguided customer @CharlotteMN told her followers that she would not shop with the brand again because its contact teams did not reply to emails or tweets. Simply Be customer complaints included criticism of its sizing for leggings. Number of mentions where customers

complained on Twitter about not

being replied to, or when they felt ignored

25

181

17

0

Competitor customer satisfaction and complaints

Competitor customer satisfaction

Competitor customer complaints


Boohoo

ASOS


Missguided

Simply Be

CUSTOMER DELIVERIES PAYMENTS, RETURNS, ONLINE EXPERIENCE

Customer deliveries, payments, returns, online experience

Boohoo

ASOS


Missguided

Simply Be


DeliveriesBoohoo customers asked for information on topics including how to pay more to ship orders faster. There were also questions on whether orders made on a Friday would be delivered in time for Saturday, with some confusion on information on its website. Its customers were also vocal on problems with next-day delivery orders not turning up, and charges being taken for free-delivery offers. There were also complaints about couriers leaving parcels in unsecure places. ASOS customers were frustrated by delivery delays due to a sales backlog in the week. Some of its paid-for Premier customers were also unhappy with deliveries not arriving on due days. Missguided customers were frustrated by charges taken for free next-day delivery, and asked for advice in ensuring parcels were delivered on a specific day. Simply Be was proactive with its free-delivery offer for #AprilFoolsDay. Customer @karennzasked if the brand shipped to New Zealand after spotting some ‘great’ boots on its website. But was disappointed that it did not.

Payments@boohoo_cshelp gave advice on requests for refunded payments for next-day deliveries when parcels were late. Its customers also reported problems with paying for purchases which were actually out of stock. There were also issues with orders being cancelled without customer knowledge, and missing confirmation emails that orders were completed. ASOS customers also used Twitter to request refunds for next-day delivery payments due to late arrivals. Its customers also needed advice on missing confirmation emails on orders, and clarification on when pending payments would be taken. Missguided customers also looked for help on similar issues. They also reported problems with trying to pay for sale items which were showing the full price at checkout, and wider technical errors at the payment stage prompting a few customers to tweet for advice on whether orders had been processed.


Returns@Laura_Harrison0 thanked BooHoo’s help team for quickly resolving her problem with a faulty item in ‘five minutes’. However, some of its othercustomers were concerned that emails regarding returns were not being replied to. They were also worried that confirmation emails regarding returns and refunds were not being sent. For example, @_MeganRedmond_ explained she had been waiting 11 days for a confirmation email since returning an item. ASOS’ overseas customers needed advice on returns from outside the UK. Its customers also turned to Twitter to resolve problems with confirmation emails on exchanges or refunds. Premier customer @sparklypattie asked for their account to be closed after they experienced poor service when trying to exchange an item. Missguided customers followed up on refunds after waiting for them to be processed. For example, @jadeBradyMakeUp sent a tweet to chase a refund that her mum had been waiting four weeks for.

Online experienceBoohoo customers were vocal on using discount codes when checking out. @ChelsieChelsie planned to do a big shop for her holiday and asked about any available codes. However, @m-31x was disappointed her 20% off birthday code was out of date, as was @ellanewham. There were also problems with its NEXTUK free-delivery code not working. @lulumuchmorewanted clearer information on the Boohoo website on whether Saturday was a ‘working day’ for deliveries. @Carry_on_loving asked for easier access to T&Cs for using its Top10 codes. Some ASOS customers experienced problems with accessing accounts although they were using the right log-in details. There were also problems with its Back to the Future, MORE10 and UNiDAYS codes not working. @tweetingparas reported order links on its app did not work. Missguided customers had problems with a glitch affecting orders, promotional codes not working, slow real-time stock updates, and difficulty viewing the site on a tablet. Simply Be was proactive in engaging its customers with a 10% / free delivery code, but @nettienoggins found it did not work online.

SENTIMENT ANALYSIS

Competitor sentiment analysis

Key findings

Simply Be had the highest proportion of positive mentions at 49.5% followed by Boohoo on 16.8%, ASOS on 13.8% and Missguided on 12.6%. Boohoo generated the highest number of negative mentions at 13.4%. AOS scored 12.9%, Missguided 10.7% and Simply be had the fewest negative comments at 5.9%.

Boohoo: Key comments driving sentiment

‘Thank you for a quick response to my issue with delivered faulty item. Sorted in less than 5 minutes! Great CS! @boohoo @boohoo_cshelp’ (@Laura_Harrison0)

‘@boohoo_cshelp I've contacted Customer Services 7 times, I tweeted, you promised to get back to me, but nothing so far. Terrible!’ (@IwonaSadowska)

‘@boohoo_cshelp yes you've been great and I'm be rocking this bad boy next Saturday with a little bit of luck #sorted #loveaPlaysuit’ (@pzduffy)

‘@boohoo_cshelp stop ignoring my tweets, I asked hours ago and still no answer about my delivery’ (@fayeboswellx)

ASOS: Key comments driving sentiment

‘Fantastic customer service from the folk as @ASOS_HeretoHelp - took about 5 minutes to get everything sorted out. Class.’ (@RodCosmos)

‘@ASOS_HeretoHelp you ignored my dmcomplaint.....just like the multiple email complaints. Shock’ (@RunningHealthy_)

‘@ASOS_HeretoHelp thanks for your amazing help with that faulty jacket. sent you guys a message about another problem I had #cheers’ (@WillBiggs)

‘So disappointed with @ASOS_Us as UK customer center said they don't have a helpline and issues must be sorted by email @ASOS_Heretohelp’ (@marcio_delgado)

Missguided: Key comments driving sentiment

‘@ASOS_HeretoHelp thanks for your amazing help with that faulty jacket. sent you guys a message about another problem I had #cheers’ (@kelseybarrett_x)

‘@Missguided_help placed an order mondaymorning with next day delivery & it still hasn't arrived. emailed/tweeted numerous time no reply. ‘ (@CharlotteMN_)

‘RT @CharlotteMN_: i will never buy from @missguidedcouk ever again and @Missguided_help are useless.’ (@_alexcollins)

‘@Missguided_help thank you- just went back on the page and you had one left :) xx’ (@lucyhodges37)

Simply Be: Key comments driving sentiment

‘Can't wait to go upto @SimplyBeUK new store in London when it opens! :D #psbloggers’ (@Fatbeautyx)

‘Disappointed with my first @SimplyBeUK order. I ordered two pairs of leggings in a size 18 and they are absolutely tiny! More like a 10-12.’ (@TheBlackPearlB)

‘@SimplyBeHelp Do you ship to NZ? I've found some great boots on your website :)’ (@karennz)

‘@SimplyBeUK got these jeans a couple of weeks ago. Zip broken and won't stay up. Very disappointed #poorquality http://t.co/lOg1qZPbp2’ (@lezleighs)

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Sentiment report on online retail social media