Posted September 10, 2012 by lauraleewalker in Customer service, social media, Social Networking, Twitter. Tagged: Tags: Company, Consumer complaint, Customer, Marketing strategy, Online Communities, social networking, target market, Twitter 1 Comment
Companies are not effectively responding to consumer complaints on Twitter (only 13% of complaints received a response). Of those that did respond to consumer complaints, over one third (37%) did so after 10 hours. Customers primarily use Twitter for store queries (48%), complaints (33%), and to leave feedback (10%), a small portion leaving complaints (9%).
There is room for improvement, but does this mean that precious time and resources should be dedicated to responding to all inquiries, complaints, feedback and negative comments, in a timely fashion, every time? It depends on your Twitter strategy.
Yes, I agree that generally speaking, the road to Twitter customer service success is to address Twitter issues on a daily basis, give genuine help and have your Twitter communication channel become a trusted way of interacting with your brand as an important step in successfully running your small business, but that’s only part of the story.
The most important aspect of using Twitter is to develop an effective Twitter strategy that is fully integrated with your marketing strategy. There are no shortcuts here. Once you figure out what you’re using Twitter for and how to successfully engage your followers, consistency is very important. It’s an important part of developing an ongoing relationship with your target market.
This infographic provides general stats, but the question should be how is your target audience using Twitter and what are their expectation. If you don’t have enough time or inclination or don’t find it strategically mandatory to respond to customer inquiries, and complaints, don’t promote your Twitter account and gear your landing pages with messages that state or imply that your Twitter account should be used for this purpose.
For example, your Twitter profile and landing pages might mention ways to voice complaints, but encourage Twitter be used for brand feedback. That said, people will engage your brand, and you need to know how to respond to your tweeple. Your Twitter strategy will dictate how and for what purpose you use Twitter.
When devising your Twitter strategy, consider the snowball effect of prompt and customized customer responses. It conveys to your target audience and other tweeple that read your feed that you value your customers, it encourages a relationship built on trust, and promotes positive word of mouth. This may or may not be evident in the short-term so, in part, should be viewed as an investment in your company’s ‘social points.’
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