Twitter Aims For Greater Role in Customer Service Engagements

Twitter aims to cement its role in customer engagement and personalization marketing with a new report released this week, the “Customer Service on Twitter Playbook.”

Though geared toward B2C brands, B2B marketers can draw some insight from the overall trends and opportunities of Twitter’s type of customer engagement.

According to the report, 47 percent of social media users have sought out customer service (also known as social care) on Twitter or other social platforms and the trend is growing among all age groups. More than 95 percent of consumers say they are influenced by what other people say about brands on social media.

The report cites benefits like lower cost for customer service interactions and the potential for 97 percent customer satisfaction, as well as the more broad marketing goals of increasing visibility and interacting directly with consumers.

CUSTOMER SERVICE INTERACTIONS INCREASING ON TWITTER

Twitter cites a study by Social Bakers, where it was found that more than 80 percent of customer service requests on social media are happening on Twitter. In two years, tweets to brands and their customer service usernames have increased 2.5-fold.

With more than 316 million monthly active users and over 500 million tweets per day, Twitter is the leading social media platform for B2B brand mentions, according to a report published earlier this year.

WHY IS THIS IMPORTANT TO B2B MARKETERS?

Customer experience has become an increasing focus in the B2B industry. Survey results published in the spring showed 64 percent of today’s C-suite executives intend to prioritize their investment in customer experience (CX) over the next three years. Further, the data showed about 59 percent of executives say that they see better revenue growth as a result of making it a top priority.