4 Lessons From How Big Brands on Twitter Handle Customer Service (Infographic)
Customer service via social media, or “social care,” could be one of the more underestimated trends in 2013. According to Nielsen, about half of social media users partake in social care, a trend that is “an immediate imperative for global brands.” Meanwhile, Simply Measured recently found that 1 in 4 of the world’s top brands have Twitter accounts meant to handle customer service. These findings and others point to the importance of businesses satisfying and retaining customers with customer service via social media.
Software Advice and CIO.com recently delved into this trend by having four Software Advice employees use their personal Twitter accounts to send customer service tweets to 14 top consumer brands across seven industries. Each of these companies received one tweet per weekday for four straight weeks.
This experiment measured each brand against two metrics: 1) the average time it took for them to respond when they replied to a tweet from these four Software Advice employees, and 2) the response rate based on the total number of replies relative to the total tweets sent. You can see the results of “The Great Social Customer Service Race” in the infographic below.
Software Advice notes four takeaways for brands from this experiment:
1) listen for your brand, with or without the “@”
2) choose your prioritization rules carefully
3) have a standard method for processing and tracking all customer service tickets
4) make sure your software records every interaction with your brand in the corresponding customer’s profile
Here’s the infographic detailing the results of the experiment:
