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Insights

How Canadian brands are maximizing value via customer care on Twitter

By Kevin Callahan

When customers have a question, they want an answer now! With more and more consumers using Twitter as their platform of choice for customer care, having a solid strategy for responding and responding well is paramount.

In 2016, there was a 91% increase in the volume of customer service inquiries made on Twitter. However, our research shows that not all questions are answered - in fact only 22% of Twitter users with purchase intent who tweeted at a brand, received a response. With Twitter being one of the easiest ways for people to get fast, personalized and efficient help, it’s important for brands to engage quickly and address questions from customers clearly and authentically.

Canadian brands such as WestJet (@WestJet) and Canadian Tire (@CanadianTire) have embraced social customer care and will answer questions and respond to customers via Twitter, 24 hours a day, seven days a week.

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Other Canadian companies have individual customer service Twitter handles. These dedicated channels for customer care offer speedy, friendly, personalized answers to questions and resolution to problems. Examples include:

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A growing number of Canadian brands leave their DM buttons open so any consumer on Twitter can have a private conversation with them. These include:

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Bilingual customer service is also a key offering from many Canadian companies including:

The value of customer service on Twitter goes beyond the number of brands in Canada and around the world using our platform. Here are five additional insights about how Twitter is supporting customer care:

  1. For many, compensation isn’t necessarily the desired outcome for why they have used Twitter for customer care. In fact, in the majority of instances (63%), a customer is seeking acknowledgement rather than compensation via Twitter. Follow the 3 As for providing help: Acknowledge, Apologize and Act.
  2. 69% of people who Tweeted negatively say they feel more favorable when a brand replies to their comment. By addressing a concern quickly, it’s possible to turn an f-you into a thank you. OR a frown upside down.
  3. Twitter users are 30% more likely to recommend a brand to friends and family if they received a customer service reply on Twitter.
  4. Customization is key. 81% of customer service replies on Twitter include the initials of the customer service representative. When the response in personalized in this manner, it is 19% more likely that a resolution is reached on Twitter.
  5. Friendliness and empathy are key to successful customer service experience on Twitter. Friendly interactions are 20% more likely to reach a customer service resolution on Twitter.

Customer care on Twitter continues to offer value to Canadian brands in terms of customer impact and return on investment. For more information on how to be successful in customer care on Twitter, download your free copy of the playbook now via Box.

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@KevGCallahan

Kevin Callahan

‎@KevGCallahan‎

Head of Business Development, Twitter Canada