Leading multinational retailer, Marks & Spencer has selected Twilio to power its customer communications across 640 locations and 13 UK-based contact centre hubs.
Headquartered in San Francisco, Twilio provides communication APIs for SMS, voice, video and authentication.
The project to automate Marks & Spencer’s legacy switchboard operation took less than six months from concept to launch and will allow Marks & Spencer to analyse customer intent in real time for more than 12 million customer interactions annually. Today, when a customer calls any Marks & Spencer store, the company’s intelligent system immediately establishes what the customer is calling about and then routes it to the correct destination via Twilio.
Marks & Spencer is also extending the services from Twilio, and will be rolling out delivery status updates via text message for its e-commerce customers, powered by Twilio Programmable SMS.
Prior to partnering with Twilio, Marks & Spencer’s infrastructure was built on a mixture of legacy phone systems that could not support its digital strategy going forward. As a result, Marks & Spencer was unable to centralise customer information and could not seamlessly connect customers across its stores nationwide.
Chris McGrath, IT Programme Manager, Marks & Spencer
The new solution has given Marks & Spencer an improved ability to have more direct and meaningful conversations with our customers, which also helps us reallocate valuable staff time. We’re excited to see where the platform takes us as we continue the roll out across our contact centres.
