Customer Service in a Social Media and Multichannel World: An Online Retailer Perspective

Anca-Nicoleta Modoran

Student thesis: Master thesis


Background Due to technological changes and social media, the existing customer-centric view of companies needs to change and adapt in order to meet the customer on their preferred channels. Companies are advised to use social CRM for customer service in order to stay up to date with their consumers’ wants and needs. Purpose The overall purpose of the thesis is to deepen and broaden the knowledge of social CRM, the use of social media as a customer service channel in the UK’s largest online fashion and beauty retailer, ASOS. Another purpose is to investigate whether social media and social customer service are appropriate tools to build relationships with customers and whether they actually drive customer satisfaction and customer loyalty. Design/methodology The study uses both qualitative and quantitative research methods. A case study of ASOS and a netnographic research of the customer care Twitter account were conducted. Also, an online survey with a total of 84 respondents was carried out. Findings Implementing social CRM for customer service does influence customer satisfaction and loyalty. Some key effects are: communication transparency, instant feedback that leads to richer customer insights. The customer insights usually lead to quality improvements that will attract customers to further engage with the company. Moreover, customers see the overall customer service experience as being more efficient and engaging. Keywords social media; social CRM; social customer service; customer satisfaction; customer loyalty

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2014
Number of pages116