Twitter may have a user growth problem but the 140-character network is the customer support platform for many brands. Twitter is known as the conversation network where a common man can approach brands to resolve issues, communicate with celebrities and even get his work done over Twitter. In fact it is also the best platform for ranting.
According to Social Bakers, more than 80% of customer service requests on social are happening on Twitter. During the past two years, a 2.5X increase was seen in the number of tweets to brands and their customer service usernames.
Not only are customers turning to Twitter for help, Twitter is also significantly more efficient and effective for companies who are seeing a cost per resolution on Twitter that’s ⅙ of what they’re seeing in call centers. “And companies that developed social care capabilities improved year-over-year revenue per contact by 18.8% over companies without social customer service, according to a study by the Aberdeen group,” said Twitter on its blog.
Twitter for customer service playbook
Capitalizing on this feature, Twitter wants to make customer support much more effective. To do so, Twitter has released a 122-page “customer service playbook.” The guide, Twitter said, will help businesses improve their customer service efficiency by taking advantage of the quick and personal nature of the medium.
The Twitter for Customer Service Playbook details everything from the high-level opportunity to the key steps and best practices in creating a world class social care organization. It’s full of real world examples from companies like Hilton, Best Buy, Comcast, Spotify, among others.
While the playbook covers customer service on Twitter benefits, it also focuses on the core challenges. Users expect quick responses, personal and friendly interactions and timely resolutions. One can download the free copy of the playbook.
Twitter data products for customer service solutions
Twitter has also announced that it is working with Twitter Official Partner, Sprout Social to transform the way brands provide customer service on Twitter and that Oracle intends to release their solution in the near future. “This is a significant step in how we’re working with the ecosystem to deliver innovative solutions to brands, and we want to provide some context on the new data behind these solutions,” said Twitter.
To enable these solutions, Twitter is providing programmatic access to impression and engagements data for the first time. This data will help brands prioritize conversations, get insights from their interactions and measure their audience based on real and accurate data.
Twitter is also providing improved access to historical public tweets back to 2006 so brands can better understand their customers and create a relevant and deeply personalized experience for them. For example, if a customer tweeted about an issue with a brand’s product three years ago, it will be available to the agent.
“Companies that improve their customer experience from average to ‘wow’ can see a 30-50% improvement in key measures such as likelihood to renew, likelihood to recommend and likelihood to buy another product,” says a McKinsey report. This is the primary reason why we are seeing Twitter focusing it on aggressively.
Not just Twitter, Facebook also wants brands to use the social network effectively for customer support. In 2015, along with a focus on Facebook Videos, making your News Feed intelligent, Facebook has introduced customer support features like ability for brands to respond privately, messaging via local awareness ads, messenger for business and saved replies.
While it is too early to pass a judgement on customer support on Facebook, Twitter surely stands a good chance to strengthen its platform for better customer support.