Awards

Each year, we honor client brands that take customer conversations to the next level. Here, read about how customer conversations change everything.

Best in Class award finalists

The winner in this category exemplifies the best of innovation, insight, and impact. They are ahead of the curve, with a vision for the future of social within their organisation. They are leaders amongst their peers, and everyone wants to see what they will come up with next. Read the stories of our finalists in this category.

Conrad Netherlands: Reviews increase conversion and order value

Conrad offer more than 100,000 electronics products at Conrad.nl, and prominently feature customer reviews on product pages, in marketing campaigns, and via social networks. Consumers know they can give and read honest feedback on Conrad products, and Conrad acts upon customer reviews internally. As a result of adding customer reviews, Conrad have seen that 22.33% of customers read reviews, resulting in a 3.56% increase in conversion on products with reviews. The average order value per visitor that reads reviews has also increased 233.5%.

Argos: Q&A drives sales

Argos recently enhanced and operationalised its online question and answer service to better understand customer needs. Since July 2009, customers have posted more than 53,000 questions on Argos.co.uk, with 40% of the answers provided by Argos customers. Argos found that customers who interact with Q&A convert 24% higher and with an AUR 66% higher than the site average. By paying attention to the types of questions and answers customers find most useful, Argos enhance the overall level of product information on the site, including adding online manuals, promoting Q&A at the category level, and enabling manufacturers to answer questions directly.

Hong Kong Express Ltd, Finland: Fishing enthusiasts drive product sales

While Hong Kong Express physical stores sell all types of products, their online stores are highly specialised. Their first online store calls upon hardcore fishermen to help less-experienced fishermen understand how to best catch fish – and recommend the best products for doing so. Before the site launched, Hong Kong Express asked devout fishermen to review products, resulting in more than 3,000 reviews appearing at site launch. Online conversion is approximately 250% higher for those who read reviews versus those who do not read reviews.

Virgin Atlantic: Social networks help travelers avoid delays

To enhance the customer experience, Virgin Atlantic created an in-house Social Relations team. Fortunately, the team was in place for three major snow disruption events in December 2010, where they used social media to reduce the impact of inclement weather on customers. The team updated the website every few hours, communicated generally and one-on-one with customers via Facebook and Twitter, and sent out 50,000 text messages over a period of a few days to keep customers informed.