T-Mobile USA Is Helping Twitter Break In a New Customer-Service Feature: Custom Profiles for DMs

Twitter users who send DMs to @TMobileHelp will see the name, title and face of the customer-care agent helping them

Headshot of David Cohen

One of the most common customer-service frustrations for consumers is the feeling that they aren’t dealing with an individual person, and T-Mobile USA is using a new Twitter feature to relieve that frustration.

The mobile provider is the first partner to use custom profiles in Twitter direct messages, meaning that Twitter users who send DMs to @TMobileHelp will see the name, title and even face of the customer-care agent who is helping them resolve their issues.

Twitter customer-service product lead Ian Cairns said in a blog post that the social network’s goal was to bring a human element to private conversations, as well as to make it clearer when users are interacting with chat bots or actual people.

Cairns pointed out that T-Mobile began adding agents’ pictures and names to replies on Twitter last year, linking users to those agents’ custom biography pages.

He added that Twitter’s direct-message application-programming interfaces are currently in private beta, and they include support for the new custom profiles feature, saying businesses interested in adding the feature can apply here, while developers can apply for API access here.

Cairns shared the following stats from research by Twitter (https://blog.twitter.com/2015/research-four-ways-brands-can-build-customer-service-relationships-on-twitter):

  • 77 percent of people are more likely to recommend brands following personalized customer-service interactions.
  • People are 19 percent more likely to believe issues have been resolved and 22 percent more likely to express satisfaction than those who experienced impersonal interactions with brands.

T-Mobile executive vice president of customer care Callie Field also wrote in the blog post:

We’re proud to be the first company to deliver an even more personalized experience through Twitter custom profiles.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.