Doing customer service the right way on Twitter means letting your customers dictate when you’re most active, what tactics you use to resolve issues, and how many Tweets you send each day. Unlike brand marketing, customer service on Twitter is reactive. Any approach that isn’t built around the consumer will likely fail to exceed their expectations.
In our recent Twitter customer service study, we measured what the top brands are doing to deliver customer service, and we’ll share what it takes to do customer service right.
1. Measure Customer Demand
The starting place for any brand seeking to address customer service on Twitter, is to understand how much demand there is. Brands with dedicated customer service handles can quickly estimate demand by measuring engagement with their support account.___
However, even brands with dedicated customer support handles should perform keyword analysis on Tweets mentioning marketing handles or the brand name to make sure they are aware of all customer service conversations taking place.
2. Focus on the Right KPIs
Customer support on Twitter is about helping as many customers, as quickly as possible. For that reason, response rate and time are primary metrics for measuring performance.___
Response rate measures the level of customer support coverage your brand is able to provide, while response time measures how quickly you’re able to reply to customer Tweets.
Measuring your brand’s average response rate and time will help you measure the quality of customer service your brand is able to deliver and allow you to set goals for improvement.
3. Set Performance Goals
What level of responsiveness should your brand be aiming for? To answer that question look to customer service leaders. Top Customer service brands that are dedicated to replying to all engageable Tweets end up responding to roughly 70% of inbound support Tweets.
Findings from our study showed that nearly 60% of all support responses are made within an hour of the initial customer Tweet, however brand attempts to reply to all issues mean that some are missed and replied to much later, reducing even the best average response times to around three hours.
To deliver best in class customer service, set goals for maintaining a response rate of 70% and an average response time of less than three hours.___
4. Allocate Resources To Meet Needs
Optimizing customer service responsiveness means dedicating enough resources to match consumer needs. For big brands, this means providing support 24 hours a day. You can’t just set expectations by stating when you’ll be available to resolve issues.___
Not only do most Twitter users expect near to real-time responses, but limiting resources to business hours impacts brand responsiveness at the start of each business day. A backlog of support issues each morning often causes response times to be impacted late into the day.
5. Select The Right Tactics
Tactics for providing customer support on Twitter should be based on how to best resolve issues, rather than just linking users to traditional support channels. Issues should be resolved on Twitter when possible, with processes in place to direct users to the best resource when it’s not.___
This means understanding what types of issues you’re most likely to encounter, developing online support resources to help address those issues, and integrating existing support channels in such a way that an informed Twitter dialogue can be maintained regarding the status of social open support requests.
To get started analyzing your brand’s customer service, request a trial and follow @simplymeasured for more insight and analysis on Twitter.