Community Management

How to Maximize Your Customer Service on Twitter

badge guest post FLATTER How to Maximize Your Customer Service on TwitterTwitter is the new channel all brands should be using to provide customer support. It allows you to provide near real-time support on a social platform, making your services more accessible and allowing other consumers to see that you are a customer-centric brand.

However, it is important to monitor your performance for this channel in terms of response time and satisfaction rate, just as you would for traditional channels such as call centers. WaveMetrix have developed a comprehensive analysis framework to help you track how satisfied customers are with the support you’re offering on Twitter, as well as some best practices to help you increase positive feedback.

The first step is to make sure you are providing a dedicated support channel, rather than mixing it up with your brand space. A study by WaveMetrix shows that a dedicated Twitter support handle helps channel negativity away from your main brand space, where you should be focusing on building positive brand engagement.

Brands with a separate customer service handle have much less negativity on their main brand space:

Customer Service Twitter Stats How to Maximize Your Customer Service on Twitter

The second step is to make sure you are responding to complaints in a timely manner and to compare your performance with the rest of your industry. Consumers expect a fast response on social channels and every unanswered complaint is negative buzz about your brand.

Finally, you should measure the proportion of positive consumer tweets to your support handle to see whether customers are thanking your reps for their service. WaveMetrix’s paper suggests ways to increase the amount of positive feedback you get, for example, you are likely to get more positive feedback by having named reps who identify themselves when serving your consumers rather than using an official handle name:

Named Rep Statistics How to Maximize Your Customer Service on Twitter

AT&T and Delta airlines are examples of brands who use named reps on their support handles:

HP Support How to Maximize Your Customer Service on Twitter

Delta Assist How to Maximize Your Customer Service on Twitter

 

 

 

 

 

 

 

 

 

 

The information we’ve reviewed here was taken from a study that was conducted using the traditional WaveMetrix methodology, combining technology to measure response time and reach, with 100% human coding to analyze sentiment and topic.

As a consumer, how do you like to interact with brands on Twitter? Do any of these tactics work better in your opinion?

Read more details about WaveMetrix’s customer service analysis framework by downloading the PDF paper here or contact Leonie Bulman at leonie.bulman@wavemetrix.com.

 

  • http://www.noggindigital.com/ Zach Kasperski

    Good post, Leonie! You’ve shown some light on how to be smarter with social platforms using the tools that they provide, in one case, handles.

    As a consumer, I like to interact with brands who go out of their way to interact with me. For example, if I say that I like @Pepsi way more than @Coke, then I would expect them to thank me through a tweet. Big brands that act like humans will always win, and I can only hope that these companies have people that listen to their customers all day long. Same goes for neutral and negative mentions.

  • http://www.socialbakers.com/ Peter Kelly

    Being social is the future for companies. With that much time people spend on social networks, companies just have to adapt to this trend. When you try to interact with a company/brand, they just have to answer you, no matter the sentiment of the tweet. They mustn’t ignore their followers/fans/customers.