Many consumers, and some forward thinking businesses realize that Twitter’s short and instant format make the platform perfect for customer service. With more than 50 percent of Twitter users engaging with brands, it’s imperative that brands capitalize on this energy. What may be even more important is Twitter creating opportunities for business to understand the conversations taking place.
While consumers are totally on board with social customer service, many businesses are experiencing major failures. If Twitter doesn’t provide better customer service tools, the company could get left behind as others step up with solutions to satisfy the market. According to Jessi Hempel, a senior technology and business writer for Wired, the competition is already mounting:
Facebook launched Business on Messenger, a feature that lets companies communicate directly with Facebook users to let them track packages and answer their questions or respond to complaints […] Google Now, is improving its ability to connect us with the information we want. And a host of emerging social messaging companies including Snapchat and Instagram are experimenting with new ways to let businesses connect to customers.
There are several things that could keep Twitter ahead in the market and user data could be the most effective. In fact, Twitter has a history of leveraging real time data to provide results for business, and this power could be a inviting for businesses trying to use Twitter for customer service.
Hempel notes that through Twitter’s partnerships with Oracle and Sprout Social, companies could become a lot more responsive and proactive when it comes to customer service.
Right now, companies have access to the same rudimentary tools you and I can use on the company’s general data analytics page. If they want to know how many people are reading or responding to a tweet, they must evaluate it individually and by hand. In the future, they’ll be able to access real-time information about which tweets—and responses—are spurring interaction.
Customer service on social can be very hit-and-miss. Some businesses are excelling, and some customers use it as a first port of call; however, many still see it as a last ditch effort for resolving a customer service issue.
If Twitter can work with business to make itself a destination for customer service, and that service matches or exceeds expectations, Twitter could once again pivot into a unique market position.
Image courtesy of Shutterstock.