News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
30% of top brands have dedicated customer service account on Twitter
New research from social media analytics firm Simply Measured reveals that it's not only Facebook being used by top brands to bolster customer service. Twitter, too, is a popular platform on which almost a third of brands now have dedicated customer service accounts.
Among the Interbrand Top 100 brands, 30% now have accounts on Twitter that are purely for customer service interactions. Those 30 brands were found to have received more than 198,000 inbound Tweets in the last quarter and send out over 82,000 responses.
But, why are brands using a separate account from their main Twitter presence? Perhaps as a way of keeping negative activity away from the primary account. At the end of the day, the reason for so many brands adopting Twitter as a customer service platform is that they are able to quickly resolve issues.
Top of the brands using Twitter for customer service are Ford and Nike, both of which reply to more than 70% of inbound Tweets. However, the average response rate was 45%, found Simply Measured and just 10% of the dedicated customer service accounts had a response time of less than an hour.
"With more and more consumers using Twitter to get help and make decisions, it's important for brands to maintain an open communication channel and measure their customer service efficacy," said Adam Schoenfeld, CEO of Simply Measured. "Top companies are paying attention to that and investing to respond and support their customers on Twitter."
- How travel brands can do more with data
- Expert: What retailers need to know about EMV
- Study: Utility apps take most of ad spend
- Holidaymakers swindled out of £2.2 million in 2014
- Brits warming to biometric technology for online banking access
- Banks missing out by focusing mobile banking ads on television
- Top 3 tips to add personality to your targeting
- Will 2015 be The Year of Mobile?
Featured White Papers
- Analyzing the Value of Responsive Design Can Be Messy
Responsive web design is an integral part of customer engagement in our multi-device world. But the additional costs and resources...
- Mobile Email Guide: Design strategies to help you capture mobile clicks
On average, about 40 percent of e-mail opens come from mobile devices and tablets. Mobile subscribers are less engaged because...
- Avoid these common pitfalls when choosing a cloud CRM
Organizations are frequently turning to SaaS solutions for their CRM needs. But there are risks when deploying any solution at...
- 2015 Social Marketing Planning Guide
2015 is going to be a great year for social marketers, but to make the most of it you'll need...