Twelpforce – Blurring the lines between Customer Service and Marketing
Last Sunday we launched “Twelpforce,” a new service that enlists the passion and knowledge of Best Buy’s vast employee base to bring assistance directly to customer computer screens via the micro blogging site, Twitter. Staffed by Best Buy employees from across all operations, including BlueShirts and Geek Squad, Twelpforce™ will answer product questions, troubleshoot technology challenges and solve customer service issues, all from the comfort of the users’ keyboard or mobile phone. Twelpforce has gotten a fair amount of awareness as evidenced by blog posts by both TechCrunch and Twitter themselves.
Twelpforce is obviously an experiment. A very public one. And with this publicity comes a certain amount of risk. In my view, it is a risk well worth taking for many reasons.
Clearly, Twelpforce has the potential to be a resource for our customers in helping them do the things they aspire to with technology. To the extent we are able to help, these efforts will build trust. Secondly, I think Twelpforce can be a catalyst to think very differently across our company about customer service. No longer do we need to passively wait in our channels for people to come to us. With Twelpforce specifically and social media in general we can actively seek out the conversations that increasingly are happening outside our channels. I also think this initiative can change our definition of customer service. No longer is customer service a department but something that all of us can do. And Twelpforce begins to really blur the lines between customer service and more traditional one way marketing communications. Finally, this idea raises the visibility and participation of social media amongst our Field teams. This is a very good thing as we think about how to connect better with our local communities. Few mediums can be as local and personal as social media.
With all of these positives, I also know we will make mistakes. Heck, I have made many mistakes in my own use of social media. But, I also know we will learn from them and be a smarter company about how to better serve customers going forward.
I want to personally thank the 1,000 strong and growing Best Buy Twelpforce members. Obviously this effort would not have gotten off the ground without you and it will only continue to be helpful because of you. In order to provide support for your efforts, I am very excited to preview below two new Twelpforce commercials, “Mary Mobile,” and “Annie” that will be airing over the next month or so. I have also included a third Twelpforce spot, “Johnny Laptop,” which is currently on air.
Appreciate your feedback on the Twelpforce program as well as the spots.
Mary – Rough Cut
Johnny – Final Cut
Annie
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=e0707014-a092-4155-8ca9-bc3b3a621bbe)
Twitter Comment
@twelpforce Reading @bestbuycmo blog in which he shares thoughts on twelpforce/customer service: [link to post]
– Posted using Chat Catcher
I will make a prediction that what Best Buy is achieving this month with introducing Twelpforce is destined to become the text book, or best practices case study, on the effective use of Twitter to improve customer interaction. Best Buy is to be commended for seizing the opportunity to creat a force of over 1000 active, enthusiastic brand ambassadors.
The commercials really are getting positive reviews on Twitter, especially the little joke questions at the end. We’ve gotten a few really creatively funny questions within all the actual questions coming from regular Twitter users.
I love commentary from the mother at the end of the new Annie commercial, if only because I’ve heard similar remarks from parents while out in the field, usually followed by death-stares from the college-bound child.
FriendFeed Comment
Barr… [link to post]
– Posted using Chat Catcher
[...] Barry Judge, the Chief Marketing Officer for Best Buy, mentions the commercials in a blog post about Twelpforce and how it is blurring the line between customer service and marketing. [...]
Twitter Comment
RT @bernierjohn: @twelpforce Reading @bestbuycmo blog in which he shares thoughts on twelpforce/customer service: [link to post]
– Posted using Chat Catcher
[...] Best Buy might have and they will give you a contact (best buy contact) that will help you. The marketing campaign on television is pretty amusing and in honesty sucks you [...]
Twitter Comment
Been great helping the concept become a reality! “Twelpforce – Blurring the lines between Cust Service and Marketing ” [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @garykoelling: Putting “An Open, Social Approach” into practice [link to post] (via @TheCR)
– Posted using Chat Catcher
Twitter Comment
Putting “An Open, Social Approach” into practice – Blurring the lines between Customer Service and Marketing [link to post] #fb
– Posted using Chat Catcher
Twitter Comment
Blog from @BestbuyCMO “Twelpforce – Blurring the lines between Cust Service and Marketing ” [link to post] via @benhedrington
– Posted using Chat Catcher
Twitter Comment
Putting “An Open, Social Approach” into practice – Blurring the lines between Customer Service and Marketing [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @garykoelling: Putting “An Open, Social Approach” into practice – Blurring lines between Customer Service & Marketing [link to post]
– Posted using Chat Catcher
Twitter Comment
Well said! RT @garykoelling Putting “An Open, Social Approach” into practice – (Twelpforce) [link to post]
– Posted using Chat Catcher
Twitter Comment
Barry Judge @BestBuyCMO » “Twelpforce – Blurring the lines between Customer Service and Marketing” [link to post] #bbytweets
– Posted using Chat Catcher
Barry, Gary, Bernier, et al !
Seeing the recent acceleration of Best Buy’s social media/web 2.0 commitment really makes me miss working for the company. Kudos. But I would be remiss if I didn’t ask one tiny question re: the Twelpforce spots posted above: When we will see Geek Squad agents represented in these spots?!
Twitter Comment
RT @bby_community: Putting “An Open, Social Approach” into practice – Blurring the lines between Cust Serv & Marketing [link to post]
– Posted using Chat Catcher
Twitter Comment
Barry Judge @BestBuyCMO “Twelpforce – Blurring the lines between Customer Service and Marketing” [link to post] #bbytweets
– Posted using Chat Catcher
Twitter Comment
RT @benhedrington: Barry Judge @BestBuyCMO “Twelpforce – Blurring lines btwn Customer Service and Marketing” [link to post] #bbytweets
– Posted using Chat Catcher
Twitter Comment
RT @benhedrington: Barry Judge @BestBuyCMO “Twelpforce – Blurring the lines between Customer Service and Marketing” [link to post]
– Posted using Chat Catcher
Twitter Comment
Barry Judge @BestBuyCMO “Twelpforce – Blurring the lines between Customer Service and Marketing” [link to post] #bbytweets
– Posted using Chat Catcher
Twitter Comment
Barry Judge @BestBuyCMO – Twelpforce – Blurring the lines between Customer Service and Marketing [link to post] #bbytweets
– Posted using Chat Catcher
Twitter Comment
RT @BestBuy: Barry Judge @BestBuyCMO “Twelpforce – Blurring the lines between Customer Service and Marketing” [link to post]
– Posted using Chat Catcher
[...] Twelpforce – Blurring the lines between Customer Service and Marketing [...]
Twitter Comment
Twelpforce – Blurring the lines between Customer Service and Marketing [link to post]
– Posted using Chat Catcher
Twitter Comment
[link to post] 2/2
– Posted using Chat Catcher
Bravo for giving this a shot! I predict that this demonstration of cajones will bode well for you no matter what.
Twitter Comment
RT @benhedrington Barry Judge @BestBuyCMO “Twelpforce – Blurring the lines between Customer Service and Marketing” [link to post]
– Posted using Chat Catcher
Hi Barry,
Thank you for your personal courage to experiment with social media. It inspires others to jump in. Nothing moves forward without a willingness to experiment and take risks.
Twelpforce is an inspired experiment built on a journey towards openness and transparency at Best Buy.
Kal
Twitter Comment
RT @BestBuyCMO Wrote a new post on the blurring of customer service and marketing. Please read and give commentsat [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO: Wrote a new post on the blurring of customer service and marketing. Please read & give comments at [link to post]
– Posted using Chat Catcher
Twitter Comment
neat. also see the TV ads RT @BestBuyCMO: Wrote a new post on the blurring of customer service and marketing. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO: New post on the blurring of customer service & marketing. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO Wrote a new post on the blurring of customer service & marketing. Please read and give comments at [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO – A new post on the blurring of customer service and marketing. Please read and give comments at [link to post]
– Posted using Chat Catcher
I’m already a fan of Twelpforce, having used it…KUDOS! Commercials are great – showing both the concept of Twelpforce and the speed plus accuracy of replies.
The only suggestion I have is to do other issues/topics. I know laptops are probably a very hot topic right now (maybe always), and commercials are expensive, but perhaps one on t.v.’s or cameras.
Something I have been arguing for a long time- thanks for posting and thanks for pushing the envelope at Best Buy! I would love to get more perspective on what you think the risk/reward issues are when using Twitter and other social media
Everything is marketing & everything is sales.
Read Moments of Truth by Jan Carlzon. It was written ages ago, but his point was every moment a customer has contact with your company in any form, in any modality, it is a moment of truth and can make or break the sale. (http://www.amazon.com/Moments-Truth-Jan-Carlzon/dp/0060915803)
Creating the Twelpforce is just another way for you to create good moments of truth.
Twitter Comment
Interesting thoughts from @bestbuycmo on his blog around customer service, marketing & social media..
[link to post]
– Posted using Chat Catcher
Twitter Comment
Interesting thoughts from @bestbuycmo around customer service, marketing & social media..
[link to post]
– Posted using Chat Catcher
Twitter Comment
Best Buy post on “Twelpforce”, effort to tie together social media marketing, customer service, & employee empowerment [link to post]
– Posted using Chat Catcher
Developing a kind of “branded utility” to the Best Buy brand very well could change the way we think about “retail” and what we expect from the people and companies we do business with. I’ll be watching, shopping and following w interest
I think you’re going to see great things here. Customers contacted via tweet after voicing their distress over Twitter are going to be delighted that you are proactively looking for their concerns. And the ways in which your staff reaches out have no limit. Perhaps you’re just there to acknowledge. Maybe you’ll want to refer customers to links on the FAQ pages of Best Buy. Or maybe you can even do some screencapture with a free program link Jing by Techsmith to give customers a full visual on how you can help.
Kudos to you, Best Buy.
I’ll wait and see. Despite all the talk coming from Best Buy HQ, when I go to my local Best Buy, I still see a disorganized store that never has what I want, that has higher prices than other stores in the area, that will not match those stores’ prices and that is staffed by people who, with few exceptions, have no idea about the products they sell. Best Buy is the store of last resort.
Twitter Comment
RT @BestBuyCMO: Wrote a new post on the blurring of customer service and marketing. Please read, give comments at [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO Wrote a post on the blurring of customer service and marketing. Please read and give comments at [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO. Rewriting the book: On the blurring of customer service and marketing. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO: Wrote a new post on blurring of customer service and marketing. Please read and give comments at [link to post]
– Posted using Chat Catcher
A good example and I’m sure what will be a great case study of social media — but it is also a great example of brand activation. More people should do what Best Buy has done, look at their brand and see what new opportunities have emerged to further enhance their brand as a result of some of the new tools (i.e. social media, iPhone, etc) that are available.
Twitter Comment
RT @BestBuyCMO: Wrote a new post on the blurring of customer service and marketing. Please read and give comments [link to post]
– Posted using Chat Catcher
Anything you can do to increase the perceived expertise and value of BB’s customer service is a good thing. I know that when an electronics company actually appears knowledgeable about their products (e.g., Crutchfield), I’m more likely to buy there even if their prices are higher.
I also think the new tagline, “Buyer be happy,” is quite good and a huge improvement over the previous tag that I’ve already forgotten.
Barry. The work you’re doing in the social media space is inspiring. You’re humble enough to admit that you’ve made mistakes but I’d question what is a mistake. We’re all learning and what might seem to be a mistake is in fact a huge learning curve which you and many others benefit from.
At least you’re out there, listening to your customers, trying to make a difference, including them, taking them with you on the journey. You recognise that society is calling the tune these days and it’s no longer the PR and Marketing departments that decide what we – the customer – can have or how we interact with you.
I salute Twelpforce -may the force be with you – and hope it’s an outstanding success. With the passion and generosity of your army of social media enthusiasts then I don’t see how it can fail.
One question I have which you may be able to help me with – With all the invovative activities that BestBuy is doing in the social media space, how to you decide what’s the best for you and the customer?
I’m very interested to know as I’m following your journey and taking the first steps on behalf of my company The Carphone Warehouse. We’ve done well with our Twitter accounts @carphoneware (corporate a/c) and @guyatcarphone (customer service) and are taking baby steps using YouTube, Yammer etc but are hungry to know more.
Twitter Comment
I’m interested to see what happens: RT @BestBuyCMO: New post on the blurring of customer service and marketing. [link to post]
– Posted using Chat Catcher
Twitter Comment
Interesting blog from @BestBuyCMO re: how social media is prompting a re-evaluation of customer service [link to post]
– Posted using Chat Catcher
Twitter Comment
Terrific overview/recap of Twelpforce by Best Buy CMO. Service & marketing converge. [link to post] (Via @RELivingston)
– Posted using Chat Catcher
Twitter Comment
Great example of SM f/ brand activation RT @BestBuyCMO Blurring of customer svc and mktg. [link to post] #hcmktg #hcsm
– Posted using Chat Catcher
Say questions are more technical, would a person get varying opinions and then face paradox of choice? Spots–do they make the Best Buy employee more of a face in the crowd? What about making Best Buy employee the hero? Look at him. He can answer anything! That sells through to consumer–Best Buy employs smart people.
Barry,
Thanks for stepping out to blaze the trail for the new age of customer service with Best Buy’s Twelpforce experiment. Not only is it important for all employees to understand the significance of customer service but I feel that every employee is a salesperson in their own mind. They help drive sales through their continued effort of pitching their company’s great products and expertise to current and potential customers day in and day out. I feel honored to represent Best Buy through my work at Richard Petty Motorsports as the #19 Marketing Account Manager for Best Buy and the entire #19 Sprint Cup Series team. Follow all of Best Buy’s racing action @BestBuyRacing19 on twitter.
Also one thought I wanted to suggest for the commercials… have you guys discussed putting a solid black box behind the twitter.com/twelpforce tag at the bottom of your new commercials? Other than the Johnny spot where his dark outfit helps see the website, the only time the website is on a solid background where you can clearly read the entire link is at the end. It sort of gets lost in the yellow circle that the customers are standing on along with the constant switching of camera angles.
I admit it, I’m in love with Best Buy and the Twelpforce concept. So much so that I tweeted and wrote a blog about it when it was first announced (see below).
BIG fan of Best Buy and their Twitterguerrilla techniques: http://bit.ly/O9J52
Also see: http://bit.ly/fqkYW
hi, barry. think this is a great idea so long as other BB employees don’t follow your previous example of a few weeks ago where you pretty much held a public smack-down on twitter with someone who didn’t agree with you. glad to see you admit this (presumably) in your mea culpa re “mistakes.”
agree with ross on calling out the link a little more strongly. and the audio in “johnny” is difficult to understand.
having said all this — kudos for trying something different!
Twitter Comment
reading @BestBuyCMO post about launch of Twelpforce [link to post] “Blurring the lines between Customer Service and Marketing” #bwimy
– Posted using Chat Catcher
Twitter Comment
RT @BestBuyCMO Wrote a new post on the blurring of customer service and marketing. Please read and comment at [link to post]
– Posted using Chat Catcher
I have done some writing about your initiative: http://ramiroamaral.wordpress.com/2009/07/26/twelpforce/.
Congrats guys, you are doing something really good!
I am so impressed with Best Buy’s commitment to using social media platforms such as Twitter to engage and fortify the brand with customers. Freedom + Partners has a new product that will hopefully help Best Buy take this to a whole new level not just in how social platforms can be integrated into the whole brand experience but also drastically making a quantum leap in the entire culture of how we interface with our audiences.
Our meeting is coming and and I am more than super excited to get the product in front of Best Buy and to partner on helping to change the way we do business in this new social economy.
Always enjoy reading your posts and Twits, Best Buy is going lead the way because of its ability to embrace communication platforms that people are actually using.
Bravo!
Twitter Comment
RT @BestBuyCMO Wrote a new post on the blurring of customer service and marketing. Please read + give comments at [link to post]
– Posted using Chat Catcher
I’m about 200% sure Crispin Porter + Bogusky developed and came up with this, not Best Buy. Yeah they had the guts to buy it, but where’s the love for the company that actually came up with the idea.
Twitter Comment
RT: @BestBuyCMO Wrote a new post on the blurring of customer service and marketing. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @Emberr @miketrap @BestBuyCMO Wrote new post on the blurring of customer service and marketing. [link to post] (via @Ideafood)
– Posted using Chat Catcher
Twitter Comment
Really into Best Buy’s twelpforce idea. [link to post]
– Posted using Chat Catcher
Twitter Comment
Best Buy and Twelpforce – again: Customer Service is the New Marketing! Better Read it
– Posted using Chat Catcher
Twitter Comment
RT @achtung_social: Best Buy and Twelpforce – again: Customer Service is the New Marketing! [link to post]
– Posted using Chat Catcher
Twitter Comment
BestBuy harnessing power of employees for social networking – read about it in @BestBuyCMO ’s blog: [link to post]
– Posted using Chat Catcher
Twitter Comment
this is not about the tech, in this case twitter, but the behavior & expectations of customers. & a brave company [link to post]
– Posted using Chat Catcher
Twitter Comment
@kkostuck Thanks for the RT.
– Posted using Chat Catcher
Really find interesting the “integrated marketing approach angle” here. Although its about Twitter, its using broadcast (e.g., traditional) to drive awareness of digital (e.g., twitter) to drive engagement and then back overall to branding. Making the whole equation work.
Twitter Comment
RT @pblackshaw: Terrific overview/recap of Twelpforce by Best Buy CMO. Service & marketing converge. [link to post]
– Posted using Chat Catcher
This is exciting! The video’s are clever. The sense I get is that these are used purely for people that already know what Twitter is. Its focused and relate-able.
Thanks for sharing.
Jerad
Twitter Comment
@jayzon277 Thanks for the retweet
– Posted using Chat Catcher
Twitter Comment
The idea of vetting commercials and getting feedback prior to wide release=brilliant. Blog post from: @BestBuyCMO: [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @Sixteenfifty: Great TV spots RT @BestBuyCMO: New post on the blurring of customer service and marketing. [link to post]
– Posted using Chat Catcher
Twitter Comment
Service Shock and Awe: Twelpforce! [link to post] We like it-differentiated way to animate Best Buy’s “Dream Support” brand position
– Posted using Chat Catcher
[...] Twelpforce – Blurring the lines between Customer Service and Marketing Says Barry Judge: "Last Sunday we launched “Twelpforce,” a new service that enlists the passion and knowledge of Best Buy’s vast employee base to bring assistance directly to customer computer screens via the micro blogging site, Twitter. Staffed by Best Buy employees from across all operations, including BlueShirts and Geek Squad, Twelpforce™ will answer product questions, troubleshoot technology challenges and solve customer service issues, all from the comfort of the users’ keyboard or mobile phone. Twelpforce has gotten a fair amount of awareness as evidenced by blog posts by both TechCrunch and Twitter themselves. Twelpforce is obviously an experiment. A very public one. And with this publicity comes a certain amount of risk. In my view, it is a risk well worth taking for many reasons." (tags: tv retail advertising socialmedia twitter twelpforce) [...]
Hi Barry,
…Loved the “Mary” ad I saw the other night. First viewing though, so even though I saw the “Twelpforce” at the tail end (and dug the play on words. . ), the theme of the commercial (lots of BestBuy employees/Twitter) didn’t click with me as being related to Twitter until I saw this post. Perhaps on future viewings I would have picked up on the mass of people as being tied into crowdsourcing.
Very well done though. . .and funny to boot!
Cheers,
Doc
[...] 28, 2009 Twelpforce – Blurring the lines between Customer Service and Marketing Says Barry Judge: “Last Sunday we launched “Twelpforce,” a new service that enlists the [...]
Twitter Comment
Twelpforce – Blurring the lines between Customer Service and Marketing [link to post]
– Posted using Chat Catcher
Great job. I love it and I’ll be sure to stop for updates. Thanks for putting some humor in your advertising.
[...] Best Buy’s CMO, Barry Judge, writes about Twelpforce in a recent blog post. [...]
Twitter Comment
People are making it seem like BestBuy jst changed the custserv game: [link to post] – Twelpforce is smart, but is it revolutionary? No.
– Posted using Chat Catcher
Totally true!
My company is a great example. We help bloggers and websites to incorporate visitors into their sites by providing the most natural marketing possible. Visit WebbyChat.com to see “the plan”
Twitter Comment
@bestbuycmo [link to post] #bestbuy approach to Twitter and customer service is one that will elevate them above the competition
– Posted using Chat Catcher
My experience with Best buy so far is that the Twelp force must be busy making commercials, cause they are NOT In the store to help me.
Dr. Letitia Wright
The Wright Place TV Show
http://wrightplacetv.com
http://www.twitter.com/drwright1
Twitter Comment
This is a great initiative for engaging your people and improving the Customer Experience #CX. Well done Best Buy! [link to post]
– Posted using Chat Catcher
Twitter Comment
RT: ColinShaw_CX This is a great Best Buy initiative for engaging your people and improving the Customer Experience #CX [link to post]
– Posted using Chat Catcher
Twitter Comment
RT: @ColinShaw_CX This is a great Best Buy initiative for engaging your people and improving the Customer Experience #CX [link to post]
– Posted using Chat Catcher
Barry -
It is an ambitious and as you suggest risk-laden experiment…
It is terrific to see someone actually thinking different and taking risks in this space and it will be fascinating to see if you continue the venture or decide to explore alternatives?
What if:
You could have incoming Tweets replied to in under 2 minutes? The “twelpforce-like” agent could drill-down on a customer’s query through quick and engaging conversation and also send out consistent information and links?
And, it could be ported to SMS applications?
Appealing?
This would also get your “best and brightest” off of Twitter and back on the floor where we need their assistance the most.
Avoiding any self-promotion here, but, it would be great to introduce you to a different solution that has less risk and can be equally engaging if not exceed current levels and expectations.
-m
I have a feeling this experiment will also create a bunch of “fast followers” in retail, which isn’t a bad thing. Twelpforce empowers employees and BestBuy customers like no way before it.
Keep it coming
Best Buy has to try something out of the box, because their customer service stinks…I bought a “top of the line” laptop with extra warrenty (of course,) it stopped working three months later…Geek sqad can’t fix it, it has to be sent out for 4-6 six weeks…will NOT replace it, OH but I can purchase another one from best buy they would be happy with that…this is all totally UNexceptable…And yes I was talking to a manager…As my son has already left for college and the university will download all class information onto his expensive laptop ( sorry the laptop will NOT be available for 4-6 weeks, BUT in time for fall break) CRAZY…Even crazier people still shop at best buy…They lost me for GOOD…Hello Apple store…Hello ABT…
Goodbye Best Buy!
[...] Best Buy’s CMO, Barry Judge, writes about Twelpforce in a recent blog post. [...]
Twitter Comment
RT @BestBuyCMO Wrote new post on the blurring of customer service and marketing. Please read and give comments at [link to post]
– Posted using Chat Catcher
[...] measure, some other cool ways Twitter is being integrated (sans location aware) into marketing, communications, and of course, [...]
[...] for the target audience. They’re often mass in nature—TV, out-of-home, print, and so on. Best Buy’s TV ads showcasing Twelpforce are one example of such a secondary [...]
It seems that Best Buy does not like customers giving each other advice. http://tinyurl.com/y9othom