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11/03/2013 by

30% Of Top 100 Brands Improve Customer Service On Twitter

With 500 million people using Twitter, 30% of the Interbrand Top 100 Brands have improved customer service on Twitter to resolve customer issues quickly.

30% Of Top 100 Brands Are Investing in Customer Service On Twitter (Study)

In their second quarterly customer service study, Simply Measured looked at how demand has grown, how the top brands are using Twitter as a customer service platform, and how they interact with consumers.

See this study on SlideShare:

The study reveals that even out of those brands that do have dedicated Twitter handles for customer service, but there’s still a long way to go.

Both in terms of response rate and response time: The average response time for customer support was 5.1 hours — still a long time on Twitter.

Only 10% of the 30 brands achieved an average response time of under one hour – and none of the brands were able to maintain a response time under 30 minutes.

My Opinion?
Nevertheless, I am trying to look at the bigger picture and am delighted to see that many brands are finally connecting the dots.

Social media is not only an advertising medium or broadcasting platform any longer.

Social CRM and Social NPS are finally being embedded into the social marketing strategy.

Launching social advertising campaigns and buying likes or followers is easy for brands with big budgets.

Most brands have been looking for social media ROI, entirely focused at customer acquisition.

But turning satisfied customers into loyal brands ambassadors, now that might be a smarter way to fuel a social marketing strategy?

Maybe improving your Social NPS could be a nice metric to measure your social ROI?

What About You?
How do you feel about this development and using social to service existing customers better? I’d love to read your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.

Source: Study by Simply Measured.


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Comments (1)

  • Laurens Bianchi 12/03/2013, 09:02

    Using social to service existing customers better is a no-brainer in my opinion.