Apple’s recent foray into the Twittersphere has us thinking about the ever evolving functionality of the social media network. While most use Twitter as a new source, others are using it to solve their customer service problems. And that’s exactly where Apple’s decision to open a Twitter account lays.
@AppleSupport was launched “to provide tips, tricks, and helpful information when you need it most.” Apple and many other brands have figured out that providing as many outlets for customer service as possible is a good strategy. And when choosing a social media platform for customer service Twitter is the place to be, a recent study by Social Baker showed that 80% of social customer service requests were happening on Twitter.
So how did Twitter become an effective customer service platform and how can your brand use Twitter for customer service? See below.
Twitter’s customer service history
Between 2013 and 2015 a 2.5x increase in customer service conversations was tracked on Twitter. People started turning to Twitter because it was providing a platform for direct conversation, brand engagement, responsiveness and problem solving.In August of last year, Twitter really started promoting the platform as a customer service solution for brands with the launch of the “Twitter for Customer Service Playbook” and “Sprout Social”. The playbook outlines best practices, real world capabilities from major brands and high level opportunities.
How to run an effective customer service program on Twitter
Last year, Twitter surveyed over 14,000 users to understand what a good customer service experience looked like on their platform. From that data, they came up with four real characteristics of an effective customer service program.- Be friendly - consumer empathy and offers of help
- Be personal - put a real person behind the account and sign off on each tweet
- Be responsive - customers want answers in real time, respond within an hour
- Be accessible - the follow-up is just as important as the initial reply
The entire study including a very detailed infographic can be viewed by clicking here. To run an effective program on Twitter your brand must be committed and have a dedicated customer service representative at attention at all times or at defined times, for @AppleSupport that’s 5 am - 8 pm PAC.
How to use Twitter to its best advantage
Learn from your customers - one of the many benefits of offering a customer service outlet on Twitter is the insight provided. You are privy to the voice of your customers, you learn what they really want and how they use your product. This can help direct your strategy and any decisions on the “updating” of your product or service in the future.
Do it right and you’ll increase customer satisfaction - customers want to engage with brands and customer service is the number one driver of customer satisfaction. When a customer receives poor service 50% of the time they’ll leave for a competitor. Whereas, if a customer has a satisfactory experience 85% of the time they’ll recommend that brand to a friend. In this sense, not only will does Twitter increase customer satisfaction but it provides the opportunity to build the reputation of your brand.
Twitter offers your brand the opportunity to meet your customer's needs in real time. It’s surprising then to learn that only 30% of brands offer customer service through the platform. Does your brand offer customer service on Twitter, in what ways? Have you ever thought of adding Twitter to your customer satisfaction program? Let us know your thoughts in the comments below.
