Dixons Carphone retains Diffusion for social media work

Dixons Carphone, the telecommunications retailer formed by the 2014 merger of Dixons Retail and Carphone Warehouse, has retained Diffusion to manage its social media account.

Brand voice: Diffusion will develop a 'clear tone of voice' for the Dixons Carphone customer care team
Brand voice: Diffusion will develop a 'clear tone of voice' for the Dixons Carphone customer care team

Diffusion was appointed without a pitch, on a 12-month contract.

The agency will design a new framework to improve social media customer service for the group’s Currys PC World and Knowhow brands.

Diffusion will focus on ensuring that clear processes are in place to prioritise and resolve customer queries, while working with the brand to implement a new set of social customer care standards and performance metrics, and track and evaluate them on an ongoing basis.

A key part of the brief is to develop a clear and comprehensive tone of voice for the customer care team.

Bridget Meiring, social media marketing manager, Currys PC World and Knowhow, said: "Diffusion impressed us with the depth of the insights gathered from its first-hand experience in guiding major retail and consumer brands in social customer care. It was able to demonstrate how our social customer care approach needs to go beyond just the latest technology and work at a human level that truly conveys our brand voice and values."

Tom Malcolm, director at Diffusion, added: "We live in a world where social media channels have now become the first, rather than last, point of call for consumers with queries and complaints. Brands therefore face a dual challenge of rising expectations from the public demanding high quality and responsive social customer service, and the realisation that online customer care teams are increasingly visible brand guardians, who need to convey the personality and values of the organisations they are representing."

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