30% of the Top Brands Are Investing in Customer Service on Twitter [STUDY]

As more and more consumers use Twitter to reach out to brands for help and support, the world’s top brands are increasing their investment in customer service on the network. 30% of the Interbrand Top 100 Brands now have dedicated customer service handles, with the goal of resolving customer issues as quickly as possible.

In our second quarterly customer service study, we look at how demand has grown, how the top brands are using Twitter as a customer service platform, and how they interact with consumers.

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Nate Smitha

I'm a Marketing Manager at Simply Measured. It's my job to deliver content in a way that engages and informs social media professionals. My areas of expertise are marketing automation, conversion and social media analytics.

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  • http://twitter.com/mpace101 Michael Pace

    A 5 hour average response time is SIMPLY PATHETIC. A 5 email response is horrible, let alone on more social networks. If you are to be an exceptional customer service organization, you need to be somewhere within 2-10 minutes (max). Other social channels, communities, Facebook, blogs, YouTube, LinkedIn, the response time is dependent upon your community usage and commitment. If you have a community that participates frequently in answering other members questions, 48 hrs (depending on the question’s urgency) is acceptable. Otherwise you probably need to be closer to 3 hours max. I find it odd that so many find these numbers acceptable.

  • http://twitter.com/cantorpedia Brian Cantor

    Headline/intro is very strange to me. 30% might represent an increase from the prior year, but that’s still an offensively low number. To me, the narrative is still that the majority of brands are not taking social customer service seriously.

  • http://twitter.com/DJVassallo Delfin Vassallo

    This is really insightful, it’d be good to explain a bit more how Response Time is calculated, 24/7? or merely 9-5 working hours? our @NokiaHelps handle is a global account, wondering if the others are US-based only?

    • http://twitter.com/nsmitha nsmitha

      Thanks Delfin! Response Time is calculated around the clock 24/7 from the time a customer service account is mentioned, to the time the customer service account responds. Nearly all the handles analyzed in this study were global like @NokiaHelps. Nice work too, @NokiaHelps had a strong response time and rate.

      -Nate Smitha