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A third of top brands now have dedicated Twitter service channel

22nd Mar 2013
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Brands are becoming more intelligent in their use of Twitter as new research has revealed an increased effort to use the network for customer services.

The second quarterly Twitter customer service study from Simply Measured examined the Interbrand Top 100 brands and their use of Twitter for customer service and found 30% now have dedicated customer service handles.

This is an increase of seven customer service handles from the previous quarter and response to growing demand from customers (a 25%) increase to resolve issues or queries via the network, the report showed.

These brands have gone above and beyond to protect their brand identity, which is extremely important on a platform where negative PR spreads like wildfire, said the report.

The study also examined how top brands respond to customer and found the average response rate to all customer service mentions was 42%. Only five of the 30 dedicated support accounts maintained rates higher than 60% but brands should bear in mind that not every customer support mention merits a response, said Simply Measured.

In terms of aggregate response times verses customer expectations, the research showed 41% of customers expect a brand to respond to their query within one hour – and with 61% of total responses done so within this time, brands are far exceeding customers’ expectations.

Whistle most brands improved their response rates from the previous quarter, the study showed that just Nike, American Express and Microsoft reduced their response times this quarter – all now within three hours.

“The top dedicated customer support accounts have responded to increased demand by devoting more resources to customer support. These brands are prioritising response rate, seeking to respond to a greater number of customers.

“Those resources to successfully meet the demand of their customers are then able to strive to improve the speed at which they handle requests, and boost the overall level of satisfaction they are able to provide on Twitter,” concluded the report.

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