M&S calls on Twilio to overhaul customer comms

Marks & Spencer has selected Twilio to power its customer communications across 640 locations and 13 UK-based contact centre hubs.

The project, which replaces call centre staff with artificial technology, automates the retailer’s legacy switchboard operation and allows it to analyse customer intent in real-time for more than 12 million interactions annually. It is also planning to roll-out delivery status updates via text message for e-commerce customers, powered by Twilio Programmable SMS. No jobs have been lost as a result of the move and over 100 employees will be reassigned to in-store roles.

“Twilio’s flexible cloud communications platform has enabled us to experiment like a startup, while executing like an enterprise,” says Chris McGrath, IT Programme Manager at Marks & Spencer. “We were able to prototype a solution in just four weeks and put it to the test during our busiest retail days of the year. 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.”