Serious social marketers now know that customer service on Twitter is a must-have, not a nice-to-have. Our recent study found that many brands are improving the customer experience even more by leveraging dedicated customer service Twitter handles to ensure their customers have positive experiences. Whether your brand chooses to do this or simply uses the main account, it’s important that the metrics you use to hold yourself accountable are as accurate as possible.
With that in mind, we’re making changes to the way we define customer service in our Twitter Customer Service Analysis, Multiple Twitter Customer Service Analysis, and Twitter Competitive Analysis reports. These updates will enable you to better measure your owned customer service activity so you can optimize your success strategy more effectively.
First, we’re updating our definition for a Customer Service Response to only include Replies to another user’s Mention of your brand’s handle. From now on, any tweet that could have skewed the number of Customer Service Response tweets higher (like Retweets and Sent tweets that start with “@” that were not Replies to a Mention) will be excluded.
We’re also updating the definition for Response Rate accordingly, now matching the calculation used in our Twitter Competitive Analysis report.
To further increase the accuracy in our Multiple Twitter Customer Service Analysis and Twitter Competitor Analysis reports, we’ve also reevaluated the way we categorize tweets. When multiple accounts are mentioned in a single tweet, we will now count the tweet once for each account mentioned. This means tweets might be counted more than once, but the numbers reflected in the report will be more closely aligned to the customer’s intention.
These updates will take effect on Tuesday, 5/20 at 4pm PT. Any reports that you’ve already run will still reflect the old definitions, so simply regenerate the report to see the updated calculations in action!