Twitter adds customer service tools for brands
To look at competing with Facebook on providing a platform for customer service, Twitter has rolled out two new tools.
The company highlighted that with millions of customer service-related interactions happening every month on the platform, many advertisers have over 80 per cent of their inbound social customer service requests happen on Twitter.
“These businesses generate impressive results — not only are their customers more satisfied, but they also see a cost per resolution that is ⅙ the cost of a call center interaction. And this leads to increased brand loyalty and sales: recent research shows that when a customer Tweets a question or complaint to an airline and receives a response, they’re willing to pay on average $9 more for their next purchase from that airline,” a company statement said.
The new tools will help customers move from Tweets to Direct Messages, and Customer Feedback.
A Tweets to Direct Message call to action button will be added for when businesses and customers want to transition to a private conversation. Companies like Kotak Mahindra Bank and Reliance Communications in India as well as Indonesia’s Indosat have started to use the new feature to create a better experience for their customers.
A Customer Feedback feature has also been added that enables people to privately share their opinions with a business after a service interaction.
Customer care teams can get open-ended feedback from users via Tweets and Direct Messages, but they also require the ability to survey customers in a structured way to better measure and improve their service experience. The Customer Feedback option claims to make this easier for both customers and brands as it allows businesses to use two industry standard question formats: Net Promoter Score (NPS) and Customer Satisfaction (CSAT).
“Twitter is now a larger service channel than email for many leading companies, and they’ve responded by building major social care operations to handle the volume. Being able to measure the success of these operations through measures like CSAT and NPS is a hugely important next step, both to measure the quality of care and to compare with other channels. As a Twitter Official Partner, we’re excited to help bring these measurements into the native user experience—innovations like these help our clients like include Google, Sprint, Hyatt, Hertz and more deliver great service over Twitter,” said Joshua March, Founder & CEO, Conversocial.
Starting February 19, all businesses Tweeting around the world will be able to start adding Direct Message deep links to their Tweets. Customer Feedback will begin rolling out to select brands over the next few weeks.
Twitter is working with various companies in the customer service industry on this tool. Twitter Official Partners Conversocial, Hootsuite, Lithium, Salesforce, Spredfast, Sprinklr, and Sprout Social, as well as Sparkcentral, are working to make these tools available in their existing customer service workflows.
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