Customer Service on Twitter: How Top Brands Respond

How is Customer Service Changing?

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Investment in Customer Service is Growing

32 percent of the Interbrand Top 100 Brands now have dedicated customer service accounts, and those that send 50+ Tweets per day grew 63 percent.

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Brands Are Improving Responsiveness

Brands increased their responses to support issues by 13 percent, delivering nearly 94K customer service Tweets last quarter.

The average response time was shortened from 5.1 hours to 4.6 hours and the average response rate increased from 42 percent to 45 percent.

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Tactics Are Still Developing

20 percent of customer service tweets direct users to online resources, making it the most commonly used tactic. Users are also frequently directed to traditional support channels.

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Industries Are Scaling to Customer Demand

The Electronics and Technology sectors have had the highest demand for customer service on Twitter, likely due to more socially savvy customers.

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Brands Are Meeting Customer Expecations

46 percent of customer service Tweets are made within an half hour of initial user mentions, meaning brands are able to exceed most user expectations.

How Responsive Are Top Brands?

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Measuring Brand Performance

The top customer service response rate is @NikeSupport at 73 percentand @MicrosoftHelps had the fastest average response time of 54 minutes.

What Tactics Are Top Brands Using?

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Identifying Brand Tactics

Analysis of top tactics reveals different approaches to providing support on Twitter. Many brand tactics are still dictated by traditional support channels.

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