If your brand has a dedicated customer service handle, you’re in good company.
In a study released yesterday, we found that 30% of the top 100 global brands have a customer service account on Twitter.
Of the 30 brands identified, there were a few clear frontrunners in important categories. One of these frontrunners was The Ford Motor Company.
Ford’s customer service handle, @FordService, supports the main brand accounts for both Ford and Lincoln; driving questions, concerns, and any other service issues away from their marketing-focused brand accounts.
How do you gauge success from a customer service account? It surely isn’t by follower count or the amount of inbound Tweets.
At Simply Measured, we’ve developed a report that focuses on Twitter customer service success; putting it in context with your other brand accounts, and focusing on the key performance indicators that matter to a customer service team.
As they were one of the leading brands in our study, let’s take a look at Ford’s data from the last two weeks, and how they handle customer support on Twitter.
The Big Picture: Between @Ford, @LincolnMotorCo, and @FordService, the brand has been mentioned over 11,000 times in the last two weeks. Of the brand’s responses to tweets, 45% were from the customer service handle. Their average response time for the 1,100 responses posted was 7.4 hours across all channels.
Covering Your Bases: In our study, we found that @FordService replied to 75% of all inbound Tweets to the customer service handle. This was the highest response rate of any brand on the list, and it should also be noted that while 25% of user Tweets don’t get a reply, not all inbound Tweets merit a response. Sometimes, when Ford replies to a legit request and the @user responds “Thanks!”, no further reply is necessary. Sometimes users are trolling for attention by badmouthing a big brand, and some are just giving the team a shoutout. @FordService’s response time is lower than the average of all three handles, coming in at under 6.6 hours. How does this break down? Take a look:
Quick Reaction: Over 53% of Tweets are responded to in under 30 minutes, suggesting a full time support staff, manning the account and keeping tabs on inbound Tweets. Less than 8% of Tweets are responded to outside 24 hours, which could be attributed to weekend hours, and is also a big cause of the average response time being 6.6 hours while most Tweets get replies in under 30 minutes.
Meeting Demand: While @FordService’s response rate dies off significantly on the weekend, so does the demand. On a given weekday, the @FordService staff sends between 80-150 tweets, far outweighing the inbound requests.
Work Hours: @FordService’s activity isn’t planned with a grain of salt. The brand focuses on peak business hours, when the majority of inbound Tweets happen. This allows them to focus on that quick response time when consumers expect it the most.
To see how your brand’s customer service activity stacks up, run our free customer service report on your brand today.
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