Using Twitter to Create a Customer Experience That Gets Results

Using Twitter to create a

customer experience that

gets resultsJeff Lesser

Product MarketingTwitter

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Housekeeping

©2015 QUALTRICS LLC.

The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week

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Jeff LesserProduct Marketing at Twitter

Jeff is a Senior Product Marketing Manager at Twitter responsible for leading the marketing of the customer service initiative. When going beyond 140 characters Jeff likes to snowboard, bike, listen to music, and try new beers and whiskey.


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We’ve always seen a huge appetite for customer service, whether that be praising brands or complaining. We think

there’s a lot of potential to make this a lot easier.

What makes Twitter unique©

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ConversationalPublic DistributedRealtime

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Twitter customer service growth©

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80%of social customer service requests

come from Twitter

of Twitter users have followed or engaged

with a brand

82%increase in Tweets to

brands and their customer service

handles

2.5x

SOURCE | Customer Service on Twitter Playbook, 2015

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Opportunity of customer service on Twitter


Greater Customer Satisfaction

Increased Opportunities for

Sales

19% 18%Decreased Cost Per

Resolution

$

80%SOURCE | McKinsey, 2015: “Social Care in the World of Now” published on forbes.com

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Satisfaction with service experience©

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Users who received a response on Twitter were more satisfied with their experience than what they received on other customer service channels

SOURCE | Customer Service Impact: Airline Study, Applied Marketing Science, 2015

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Fast replies generate revenue©

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When an airline responded to a customer’s Tweet in less than 6 minutes, the customer was willing to pay almost $20 more for that airline in the future

SOURCE | Customer Service Impact: Airline Study, Applied Marketing Science, 2015

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Resolutions on Twitter are less costly©

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$6 $1

SOURCE | McKinsey, 2015: “Social Care in the World of Now” published on forbes.com

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Twitter is 1:1 with an audience©

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“30 years ago, if I had a problem with my client, that would be between me and them. Now, if there’s an issue or even a gripe, the world can see it within two seconds.Karleen RoyFounder, Vanity Group@KRoyVanityGirl

Rian Dawson@riandawson

Damn, many props to @JohnLegere and @TMobileHelp for their speedy and reliable customer service. Thanks always folks!

65KIMPRESSIONS

”

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Marketing customer service on Twitter as a differentiator


Brands like Delta are recognizing the value of having their customers reach out to them on Twitter so much that they built an entire marketing campaign around it.

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Are you better at service than the TSA?


If you’ve traveled recently you know how painful the experience is at security, but even the TSA is creating a great experience on Twitter.

Best Practices

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Friendliness matters©

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7 4 %had a friendlyinteraction

6 %had an unfriendlyinteraction

7 6 %are likely torecommend the brand

O F T H E S E

8 2 %are unlikely torecommend the brand

O F T H E S E

SOURCE | Twitter Customer Service Insight Survey, 2015;*Compared to any user who had a customer service interaction on Twitter

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Be empathetic©

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Brands are expressing empathy with customers less than half the time on TwitterConsumers are 20% more likely to reach a resolution with a brand after a friendly customer service interaction*


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Offer to help©

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66% of brands first response to consumers inquiries on Twitter include phrase of willingness to helpConsumers are 25% more likely to be satisfied with a brand after a friendly customer service interaction*


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Personalization matters©

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7 0 %had a personalizedinteraction

1 4 %had an impersonalinteraction

7 7 %are likely torecommend the brand

O F T H E S E

6 6 %are unlikely torecommend the brand

O F T H E S E


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Say their name©

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Customer service reps are using customers’ names in their replies8% of the time

70% of consumers said their most recent customer service interaction on Twitter was personalized


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Sign your name©

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Customer service reps are signing their names or initials at the end of their customer service replies, 81% of the timeConsumers are 19% more likely to reach a resolution with a brand after a personalized customer service interaction*


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Be informal©

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Avoid stock responses—instead, use casual language and phrases to humanize the interaction

Consumers are 22% more likely to be satisfied with a brand after a personalized customer service interaction*


New Capabilities

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Use DM prompts©

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Transition users to a private conversation more easily. Using the prompt results in a 30% greater conversion to DM rate compared to using only text.Must have the setting enabled to ‘Receive Direct Messages from anyone’

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Get customer feedback©

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Measure and improve the experience using standard NPS and CSAT questions

Customer Feedback is receiving a 70% response rate, compare that to the 2%-10% for other customer feedback surveys*

Thanks

Using Twitter to Create a Customer Experience That Gets Results

Business

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