Is Twitter really an effective customer service channel?


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Twitter has been dogged by questions of how it will monetise the popular micro-blogging platform.

It has recently introduced an advertising model, slowly rolling out features for brands to use. Prior to this, brands found their own use for Twitter. BestBuy has its famous @Twelpforce, where employees answer questions from customers, whilst others such as @Starbucks offer promotions and occasionally answer questions.

Diane Clarkson has written a post on Is Twitter Living Up To Its Customer Service Hype? and postulates that:

“I believe there is extremely valuable market insight to be gained from listening to conversations on Twitter and a small proportion of customers who will be satisfied – occasionally delighted – by using the channel”

At Beyond Philosophy we’ve seen a number of different methods and strategies for brands using Twitter. Each brand has a different goal or role for the account and thus provides a different experience to the last. We believe that Twitter can provide an effective real-time arm of your customer service offering – but should:

1. (Obviously) Not be your only customer service offering

2. If you’re going to use it as a channel, then actually use it! Don’t let questions go answered because…

3. You’re providing your customers with an opportunity to experience an arm of your service, ensure this is inline with your complete customer experience.

When planning your social media strategy, think of an interaction with a customer on Twitter or Facebook in the same way you would if they entered your store or phoned a call centre. What experience do you want to provide them with?

Thanks to ShashiBellamkonda for the picture

Republished with author's permission from original post.

Colin Shaw
Colin is an original pioneer of Customer Experience. LinkedIn has recognized Colin as one of the ‘World's Top 150 Business Influencers’ Colin is an official LinkedIn "Top Voice", with over 280,000 followers & 80,000 subscribed to his newsletter 'Why Customers Buy'. Colin's consulting company Beyond Philosophy, was recognized by the Financial Times as ‘one of the leading consultancies’. Colin is the co-host of the highly successful Intuitive Customer podcast, which is rated in the top 2% of podcasts.


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