Tweets: The Ultimate Customer Service

By Lindsay Higgins

We’ve all heard the stories about a company’s awesome response on Twitter that exudes wonderful customer service to a disgruntled customer.    This sort of productivity and attention to social media can have a profound effect on both your company’s image and on your revenue. 

In fact, a recent study conducted by Applied Marketing Science (AMS) showed that company’s that respond to customers effectively and timely on Twitter, increased their revenues and brand loyalty.  The study took 3,000 Twitter users and used airlines, telecommunications and fast food companies. 

For example, when a pizza company responded quickly to an unhappy Tweet, it increased consumers’ future purchases with that same company.  In fact, it increased the potential revenue transaction by 20 percent.  The results also showed that the faster the response, the higher the return.  Data on the telecommunications customers’ showed that with a delay of just 17 minutes, consumer potential spending decreased by 80 percent. 

New Research Study

Another big takeaway from the survey was that responding to unhappy customer Tweets results in higher brand loyalty.  It’s easy to understand that positive customer service experiences are often shared, either on Facebook or by mainstream media.  If you feel like you’re valued, you’re most likely going to come back. 

Twitter is an essential tool for any business.  It is our jobs as public relations professionals to understand and use Twitter to it’s fullest potential.  Quickly and effectively responding to a negative Tweet is incredibly important and it’s obvious now that it has a positive impact on your revenue and brand loyalty. 

Citations:

Applied Marketing Science. "Applied Marketing Science Conjoint Research Shows Value of Twitter for Customer Service." Conjoint Studies. AMS, 2016. Web. 20 Oct. 2016.

"10 of the Most Brilliant Customer Service Exchanges Ever ..." N.p., n.d. Web. 20 Oct. 2016.

"New Research: Consumers Willing to Spend More after a ..." N.p., n.d. Web. 20 Oct. 2016.

"4 Examples of Excellent Twitter Customer Service : Social ..." N.p., n.d. Web. 20 Oct. 2016.