Whether you did it on purpose or not, chances are your brand’s social media accounts have already received a question or complaint from a customer. Twitter is one of the leading social media platforms, where customers expect a response from a brand in less than 24 hours and their team has just issued a fun reminder to use branded accounts accordingly.
In 2016, as much as 42% of telecom tweets were related to customer service, with 27% of them asking to extend, sign or modify their contracts with telecom brands. Almost half of customer service teams reported a 51% increase in the volume of requests received as the pandemic forced everyone to return home and looked for ways to resolve issues without leaving home. By February, 19% of retail banks had created special customer service accounts to provide quick help to their customers.
Joe Rice, Senior Product Solutions Sales Manager put on a humorous twist to remind people why Twitter is a great place to engage with customers:
The oldest documented customer complaint was not a response to a request for feedback but rather an unsolicited salvo against a perceived injustice. Dating from around 1750 BC in Mesopotamia, the small clay tablet describes how a man named Nanni received poor quality copper ore from a merchant named Ea-nasir. And Nanni was not happy, writing in a now extinct Eastern Semitic language: “What do you take me for if you treat someone like me with such contempt?” Unfortunately, we don’t know how or if Nanni’s complaint was ever handled, but this ancient artifact makes it clear that as a species we’ve been complaining for a very long time.
Chief Product Solutions Sales Manager, Twitter
Rice then cites Forrester’s research, which found that 70 percent of organizations rely on surveys solely for customer feedback, with a large number relying solely on email surveys, which are rarely opened. Twitter, on the other hand, is a place of instant communication that is more relaxed and freer than a polished poll. In 2019, Joe Rice wrote on the value of “spontaneous emotions in real time” people share about the brands they use and the experiences they have.
Today, the personal interaction between brands and subscribers is crucial and expected. Using social media to answer questions, praise and concerns can only strengthen a brand image. Ignoring incoming messages or deleting them altogether can lead to frustration and the loss of customers who don’t feel valued and find the next alternative.