Debenhams staff encouraged to tweet @work

by Dan Leahul, revolutionmagazine.com 08-Sep-09, 14:45

LONDON - Debenhams is to unleash its 'Spectacular Twitter Experiment' tomorrow, with retail staff brandishing smartphones to help answer customer queries through the microblogging website.

In expectation of a surge of traffic due to its annual New Season Spectacular sale, Debenhams said it will look "at new ways to continue offering top-notch customer service" - namely, giving staff a smartphone to help customers on Twitter while making their rounds through the shop.

The company said: "For one day only, six members of Debenhams staff in the Oxford Street store will become Twitter Assistants - answering and responding to customer requests via the social network.

"There will be one assistant on each floor of the building, answering queries from anyone using the service on their mobile whilst browsing in-store or those sitting at work itching to join the fun."

Curious customers need to send a message to @debenhamsretail, and include the hashtag #debtwtasst within the message, to have their questions answered.

The retailer said: "As it's an experiment, we're not sure what questions will be asked or how people will engage with our Twitter Assistants but we're really looking forward to finding out."

Comments

Andrew Pipes - 09/09/2009

This is the most idiotic thing I've ever heard. Why give already busy sales assistants something to continually divert their attention away from the people in front of them? Why not hire some people to sit at a PC and interact on Twitter, where they can be focused on the job at hand? Fortunately for shoppers, it's only a one-day stunt.

gotnoteef - 09/09/2009

@debenhamsretail dear #debtwtasst - what colour pants have I got on? Are black CKs 'this season' or not?

Martin Thomas - 09/09/2009

I agree with Andrew ... this reflects poorly on Debenhams. Rather than integrating Twitter within an overarching customer relationship management programme, this is simply a superficial PR initiative.