Is Twitter really an effective customer service channel?

Posted by Colin Shaw on January 6, 2011

0 comments | 898 reads

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

Colin Shaw

Colin Shaw is founder & CEO of Beyond Philosophy, one of world's first organizations devoted to customer experience. Colin is a best-selling international author of four best-selling books. Beyond Philosophy has a proven track record in helping organizations improve their Customer Experience through providing consulting, specialised research & training services from Atlanta, Georgia and London, England.

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