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BizReport : Social Marketing : December 15, 2015

Speedy responses to Tweets result in higher revenues and happier customers

Research from Twitter among airlines and their customers reveals just how important it is for businesses to dedicate resources to near-real-time customer interaction on the platform.

by Helen Leggatt

Prompt customer interaction pays off on Twitter, concluded the Twitter study carried out in conjunction with Applied Marketing Science, and not just in terms of happy customers but also for increased revenue.

Those Twitter users who received prompt replies to questions posed to airlines on Twitter were found to be more satisfied with their overall experience, more willing to pay extra for a ticket with that airline in the future and, just as importantly, very likely to recommend the airline to others.


Interestingly, the study also discovered that the extra amount consumers were willing to pay for a ticket directly correlated with the speed with which the airline replied to their initial Tweet. While a personal response from an airline on Twitter resulted in customers paying around $9 more for a ticket, those who received a response faster than the median time of 22 minutes spent more. Customers who received a reply within just six minutes would pay $20 more. By contrast, when the airline took longer than an hour to respond to a Tweet, the customer was willing to pay only $2.33 more for that airline in the future.

Furthermore, satisfied customers were more likely and willing to recommend an airline if they had received a prompt response to a Tweeted query. A significant 82% reported they shared a positive experience with others.

"Respond to customers' Tweets as promptly as possible. Customers are often surprised and delighted when brands respond quickly to them on Twitter," says Wayne Huang of the Twitter Research Team. "Even just acknowledging their Tweet and letting them know you're working on a solution is preferred over no response at all. We also know that personalized customer service on Twitter drives satisfaction, so try to use the person's real name and have agents use their initials."

Image via Shutterstock

Tags: customer service, social marketing, social media

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