A new study has revealed that many of the biggest brands in the U.S., including McDonalds, Starbucks, Coca Cola and Visa, are not providing a high standard of customer support on Twitter, either being slow to reply to enquiries or, in some high-profile cases, not responding at all.
Four Software Advice employees used their personal Twitter accounts to send customer service tweets to 14 leading consumer brands across seven industries – McDonalds, Starbucks (Fast Food), Coca Cola, Pepsi (Soft Drinks), Visa, Mastercard (Credit Cards), Wells Fargo, Bank Of America (Banking), Walmart, Home Depot (Retail), Apple*, HP (Consumer Tech), Gillette and Colgate (Personal Care).
Each company received one tweet per weekday for four consecutive weeks, with questions falling into five different categories:
- Urgent, or I need help right this second
- Positive (“thank you!”)
- A question from their FAQ page
- Technical, or needs more than one interaction to solve
Brands were rated on their average response time and rate, and the results have been documented in the infographic below.
* No real surprise on Apple – they don’t have any kind of social media presence, so even if they are actively monitoring their mentions across Twitter, they couldn’t respond even if they wanted to.