CONTACT:                                                                                               info@testifydigital...
Yodel – A Social CRM study   Report	  built	  using	  the	  Tes@fy	  Live	  plaEorm	  &	  Radian	  6	                     ...
Social CRMThe old way    •  ‘Listening’ in 2011 is about                                                   The new way    ...
Tweets about Yodel•  1,164 total tweets in the last 30 days talking about  Yodel, almost all with a negative              ...
Customer tweets to @YodelNews•  538 customer tweets to @YodelNews in the past 30 days•  All were ignored and questions una...
Customer tweets to @YodelNews•  There is a lot of   anger & frustration   towards Yodel, but   even general   queries aren...
Customer tweets to @YodelNews•  @ASROBO sent 40 tweets to Yodel, all with no response                      COPYRIGHT	  TES...
Amazon – Guilty by association?                             •  Relationship with Yodel                                thre...
DPD – The Amazon Partner     getting it right        COPYRIGHT	  TESTIFY	  DIGITAL	  LTD.	  ALL	  RIGHTS	  RESERVED	  	  
DPD monitoring & engaging on Twitter•  DPD actively monitor and track mentions of their brand on Twitter and   engage when...
Advocates: The Jewels in the Social CRM crown                                           DPD thanking people for praise    ...
About Testify   COPYRIGHT	  TESTIFY	  DIGITAL	  LTD.	  ALL	  RIGHTS	  RESERVED	  	  
We are Testify – THE Social CRM AgencyWHO ARE WE?We are a Social CRM agency focused ondriving awareness, advocacy andconve...
Brands working with Testify… Our Services…  LISTEN           INNOVATE                      MONITOR                        ...
THANK YOUTelephone: +44 (0)844 991 7719Web: www.testifydigital.com                                                      Ho...
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YODEL - AN AMAZON SOCIAL CRM GAMBLE - Testify the Social CRM Agency

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Article taken from http://wallblog.co.uk

Amazon gambles with online reputation in Yodel Social CRM disaster

With Black Friday and Cyber Monday boosting online sales further this year many UK consumers took to Amazon taking advantage of the bargains.

Amazon is famed for its excellent customer service, social reviews platform and all round positive customer experience. However our recent Testify Live study has revealed a worrying Social CRM trend that threatens to tarnish Amazons’ good name in their most lucrative period of the year.

Enter Yodel

Yodel share the Amazon delivery service with other delivery services such as DPD. From what we can tell, it’s somewhat of a lucky dip in terms of what product/area is covered by which delivery service. (Emphasis on lucky)

We were inspired to study the Yodel Social CRM footprint after a few members of staff had bad Amazon delivery experiences with them. What we found was a Social CRM catastrophe which is only gathering more momentum as Christmas approaches.

Tweeted 40 times in 30 days

The general consensus of opinion is that the Yodel service is less than satisfactory but what is worse is the fact that they are not addressing the glaring issue. One user in particular has tweeted Yodel 40 times with absolutely no response.

‘Don’t join the conversation if you cannot contribute positively’ or variations of this cliché have been so over played in “social media top 10’s” / “do’s and don’ts” it really is hard to believe that a brand can take this kind of pummeling and ignore it, hoping it goes away. Moreover, other Amazon partners like DPD set a very high bar indeed with users going out of their way to praise their services.

Amazon: Guilty by association?

Whilst this situation is risky for Yodel given the fact that their direct competitor is clearly doing a much better job, it is riskier still for Amazon who are now having to field queries from customers who hold them directly responsible for Yodel’s numerous delivery gaffs. In truth, it’s easy to see how their customers might have a point. After all if a company chooses to use a third party, there should be a minimum service level agreement set and strictly adhered to.

Consumer opinion a cornerstone of the Amazon experience

What is most interesting about all this is that a large chunk of purchases on Amazon are directly influenced by the opinions of product advocates and detractors on the site itself. It remains to be seen as to how long Amazon can appoint a third party service with such a negative Social CRM footprint without shouldering some of the responsibility.

John Barton
Managing Partner & Co Founder
Testify.

@Testifydigital
@Digitalbarton

info@testifydigital.com
+44 (0)844 991 7719

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YODEL - AN AMAZON SOCIAL CRM GAMBLE - Testify the Social CRM Agency

  1. 1. CONTACT: info@testifydigital.com Facebook.com/testifydigital @TestifydigitalYodel – An Amazon Social CRM Gamble COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    REGISTERED  &  IPA  PITCH  PROTECTED    
  2. 2. Yodel – A Social CRM study Report  built  using  the  Tes@fy  Live  plaEorm  &  Radian  6   COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  3. 3. Social CRMThe old way •  ‘Listening’ in 2011 is about The new way listening and engaging on your customers’ terms, in their digital space. •  Brands can no longer dictate the terms of their customer service •  People are talking, and people can damage your brand. •  In terms of social CRM, it’s now a case of ‘sink or swim’ COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  4. 4. Tweets about Yodel•  1,164 total tweets in the last 30 days talking about Yodel, almost all with a negative sentiment•  A potential reach of 147,179 Twitter users…And thevolume ofmentions isincreasingtowardsChristmas Tweets about Yodel in past 30 days COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  5. 5. Customer tweets to @YodelNews•  538 customer tweets to @YodelNews in the past 30 days•  All were ignored and questions unanswered•  Customers aren’t even directed to a website/phone number Frequency of Tweets directly at @YodelNews in the past 30 days COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  6. 6. Customer tweets to @YodelNews•  There is a lot of anger & frustration towards Yodel, but even general queries aren’t being helped •  Potentially damaging to business with Amazon, as customers threaten to shop elsewhere COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  7. 7. Customer tweets to @YodelNews•  @ASROBO sent 40 tweets to Yodel, all with no response COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  8. 8. Amazon – Guilty by association? •  Relationship with Yodel threatens Amazon with a guilty by association Social CRM disaster… COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  9. 9. DPD – The Amazon Partner getting it right COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  10. 10. DPD monitoring & engaging on Twitter•  DPD actively monitor and track mentions of their brand on Twitter and engage whenever they can help; offering advice, directing queries and listening to problems COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  11. 11. Advocates: The Jewels in the Social CRM crown DPD thanking people for praise Active recommendations•  Contrary to popular belief, people do use social media to actively praise good customer service•  Advocates are the Jewels in a brands SCRM crown… COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  12. 12. About Testify COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  13. 13. We are Testify – THE Social CRM AgencyWHO ARE WE?We are a Social CRM agency focused ondriving awareness, advocacy andconversion through influence andengagement. ABOUT OUR FOUNDERS: •  Mark Joseph and John Barton •  Founders of Steak Social and Steak Affilliate departments •  Campaign Award Winners: Social Media Innovation/ Digital Strategy 2010/2011 – Media Week 30 Under 30 COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  14. 14. Brands working with Testify… Our Services… LISTEN INNOVATE MONITOR PROMOTE PERFORM & PLAN & BUILD & ENGAGE & REACH & CONVERTSocial Auditing Concepting Social PR Benchmarking Digital Display Facebook Commerce Benchmarking Facebook Apps Social PR Monitoring Paid Search Social AffiliatesSocial Strategy Smartphone Apps Influencer Identification Facebook Marketplace Lead Generation Landing Page Build Influencer Outreach Fan Generation Audience Retention Mini Sites Crowdsourcing Social Shopper Marketing Social Commerce COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  15. 15. THANK YOUTelephone: +44 (0)844 991 7719Web: www.testifydigital.com How can we help?Email: info@testifydigital.comFacebook: Facebook.com/testifydigital TESTIFYDIGITAL.COMTwitter: @testifydigital COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    

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