How to Create a Free Google My Business Listing that Gets Results
Using Twitter to Create a Customer Experience That Gets Results
Transcript of Using Twitter to Create a Customer Experience That Gets Results
![Page 1: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/1.jpg)
Using Twitter to create a
customer experience that
gets resultsJeff Lesser
Product MarketingTwitter
![Page 2: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/2.jpg)
2
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
Please use the chat window to submit questions throughout the webinar, we will have time designated at the end for Q & A
Join the conversation on Twitter by tweeting @Qualtrics using #cxweek
![Page 3: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/3.jpg)
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.
©2015 QUALTRICS LLC.
![Page 4: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/4.jpg)
4
©2015 QUALTRICS LLC.
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.
![Page 5: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/5.jpg)
What makes Twitter unique©
2015 QUALTRICS LLC.
ConversationalPublic DistributedRealtime
![Page 6: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/6.jpg)
6
Twitter customer service growth©
2015 QUALTRICS LLC.
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
![Page 7: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/7.jpg)
7
Opportunity of customer service on Twitter
©2015 QUALTRICS LLC.
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
![Page 8: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/8.jpg)
8
Satisfaction with service experience©
2015 QUALTRICS LLC.
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
![Page 9: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/9.jpg)
9
Fast replies generate revenue©
2015 QUALTRICS LLC.
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
![Page 10: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/10.jpg)
10
Resolutions on Twitter are less costly©
2015 QUALTRICS LLC.
$6 $1
SOURCE | McKinsey, 2015: “Social Care in the World of Now” published on forbes.com
![Page 11: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/11.jpg)
11
Twitter is 1:1 with an audience©
2015 QUALTRICS LLC.
“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
”
![Page 12: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/12.jpg)
12
Marketing customer service on Twitter as a differentiator
©2015 QUALTRICS LLC.
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.
![Page 13: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/13.jpg)
13
Are you better at service than the TSA?
©2015 QUALTRICS LLC.
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.
![Page 14: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/14.jpg)
Best Practices
![Page 15: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/15.jpg)
15
Friendliness matters©
2015 QUALTRICS LLC.
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
![Page 16: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/16.jpg)
16
Be empathetic©
2015 QUALTRICS LLC.
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*
SOURCE | Twitter Customer Service Insight Survey, 2015;*Compared to any user who had a customer service interaction on Twitter
![Page 17: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/17.jpg)
17
Offer to help©
2015 QUALTRICS LLC.
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*
SOURCE | Twitter Customer Service Insight Survey, 2015;*Compared to any user who had a customer service interaction on Twitter
![Page 18: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/18.jpg)
18
Personalization matters©
2015 QUALTRICS LLC.
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
SOURCE | Twitter Customer Service Insight Survey, 2015;*Compared to any user who had a customer service interaction on Twitter
![Page 19: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/19.jpg)
19
Say their name©
2015 QUALTRICS LLC.
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
SOURCE | Twitter Customer Service Insight Survey, 2015;*Compared to any user who had a customer service interaction on Twitter
![Page 20: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/20.jpg)
20
Sign your name©
2015 QUALTRICS LLC.
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*
SOURCE | Twitter Customer Service Insight Survey, 2015;*Compared to any user who had a customer service interaction on Twitter
![Page 21: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/21.jpg)
21
Be informal©
2015 QUALTRICS LLC.
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*
SOURCE | Twitter Customer Service Insight Survey, 2015;*Compared to any user who had a customer service interaction on Twitter
![Page 22: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/22.jpg)
22
Transform your business on Twitter©
2015 QUALTRICS LLC.
![Page 23: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/23.jpg)
New Capabilities
![Page 24: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/24.jpg)
24
Use DM prompts©
2015 QUALTRICS LLC.
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’
![Page 25: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/25.jpg)
25
Get customer feedback©
2015 QUALTRICS LLC.
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*
![Page 26: Using Twitter to Create a Customer Experience That Gets Results](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9a729760da3da068b574f/html5/thumbnails/26.jpg)
Thanks