This report analyzes Twitter customer service interactions for four online retailers: Boohoo, ASOS, Missguided, and Simply Be, benchmarking their performance regarding customer experience. Key findings include the volume of customer mentions, major topics of discussion such as deliveries and refunds, and customer sentiment, which indicated Simply Be had the highest positive remarks. The document highlights areas for improvement in response times and service quality across all brands.

1. TWITTER CUSTOMER SERVICE
SOCIAL MEDIA ANALYSIS

2. 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

3. BUZZ ANALYSIS

4. Competitor buzz analysis
Average number of comments each week
Key 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

5. KEY INFLUENCERS

6. 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:

7. 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:

8. 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:

9. 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:

10. LEADING TOPICS: CUSTOMER
EXPERIENCE

11. 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

12. Competitor customer satisfaction and complaints
Competitor customer satisfaction
Competitor customer complaints

13. Competitor customer satisfaction and complaints
Boohoo
ASOS

14. Competitor customer satisfaction and complaints
Missguided
Simply Be

15. CUSTOMER DELIVERIES
PAYMENTS, RETURNS,
ONLINE EXPERIENCE

16. Customer deliveries, payments, returns, online experience
Boohoo
ASOS

17. Customer deliveries, payments, returns, online experience
Missguided
Simply Be

18. Customer deliveries, payments, returns, online experience
Deliveries
Boohoo 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 @karennz
asked 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.

19. Customer deliveries, payments, returns, online experience
Returns
@Laura_Harrison0 thanked BooHoo’s help team for quickly resolving her
problem with a faulty item in ‘five minutes’. However, some of its other
customers were concernedthat emails regarding returns were not being
replied to. They were also worried that confirmationemails 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 experience
Boohoo 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. @lulumuchmore
wanted 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.

20. SENTIMENT ANALYSIS

21. 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%.

22. 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)

23. 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 dm
complaint.....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)

24. 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 monday
morning 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)

25. 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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