Customers are using social media more and more to get answers to their queries. These same customers then share experiences, product information and perhaps even make purchase decisions online as a result.
It means a new new breed of people at home in the digital space, sharing opinions with everyone who cares to listen to them. So information generated for your service will be good news. But beware any negative feedback may also damage your brand.
There were 200 million plus users on Twitter in 2011, generating 200 million tweets and 1.6 billion search queries every day. Every company now uses Twitter to at least gauge customer sentiment about their product, service or brand. The smarter, more savvy ones have realised where the true opportunity lies and now use Twitter as a means of responding to customer queries, feedback and complaints - quickly and efficiently.
Given that the social media is changing industry trends and practices, organisations serious about their prospects cannot really afford to sit on the sidelines and watch. Indeed, an active, well managed and strong presence on Twitter could well be a strong differentiators for a business.
Similarly, unhappy customers tweet their complaints online, so tracking and addressing them in real time boosts brand image and credibility. It also improves customer satisfaction.
There are challenges however and businesses on Twitter need to actively and consistently promote their presence, engage customers in conversation. They also need to set up a uniform process whereby customer service staff can track mentions, select the ones requiring responses and address them in a way that solves the customer’s problems, leaving the customer happy.
According to conventional thinking, social media has been cast as a marketing tool (which it also is) and usually someone in the marketing department is in charge of the Twitter account. When customers tweet for help, the marketing person usually responds instructing the customer to reach customer support through email or phone, instead of attending to the problem right away. It is a response which the customers do not n normally appreciate.
Monitoring and responding manually to an ever increasing number of tweets can be viable in the short term. Or at least until the volume becomes unmanageable.
In fact mining messages on twitter in this way provides companies with real time, actionable data on your company and services.
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