TOA Technologies conducted a survey that found more than 1 million people per week view tweets related to customer service experiences with a variety of service providers and that more than 80% of those tweets reflect a critical or negative customer experience.
As Twitter continues to grow dramatically, the reach and influence of these tweets will continue to expand at an exponential pace due to the network affect. This means that cable companies, and other service providers who have regular interactions with customers, need to refine their customer service strategies to parallel the growing power of the voice from consumers, by not only incorporating social media channels, but also providing new solutions to alleviate frustrated customers’ complaints.
The statistical sampling of more than 2,000 tweets was collected during the period of February 25 to May 2, 2011 and focused on terms that included “the Cable Guy” and “installation appointments,” among other terms. TOA’s study found that during the selected time period, 82% of the surveyed tweets contained negative (or somewhat negative) sentiments about customers’ cable appointment experience. These tweets predictably reached more than 780,000 additional followers at the first level. Twitter users post an average of 50 million Tweets per day, so one unsatisfied customer has the potential to negatively impact the bottom line of any service provider by tweeting about one bad experience. One can only imagine the effect of re-tweets.
Service providers are regularly targeted on social media channels and many have created Twitter accounts in order to address customer service issues, which is a smart move on their part.