Does Twitter Customer Service Lead to a Higher-Paying Customer?

When an airline responded to the customer's tweet in less than 6 minutes, that person was willing to spend nearly $20 more with that brand in the future.

The big knock against social marketing has been that it’s hard to prove bottom-line value. However, a new study by Twitter shows that engaging in positive customer service can actually increase the amount that customer spends.

Twitter, along with Applied Marketing Science, examined customer relations between airlines and their passengers — a group commonly talking to each other on the site. When a customer airs a grievance about a late flight, broken luggage or ticket mishaps, many airlines are quick to respond through Twitter.

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