This is the second post in our two-part series from Jeff Lesser, Senior Product Marketing Manager @ Twitter, on how telcos can create great customer experiences on Twitter.
Serve The Unserved
There are many types of value conversations to be on the lookout for. Because Twitter is a public platform people often use it to hold businesses accountable to providing them a great experience. This is especially true when your other service channels have failed to resolve the problem. While most businesses look at responding to these Tweets as an additional cost (they already paid to attempt to serve them once), it’s actually an opportunity for saving a customer and building willingness-to-pay.
According to Oracle, almost 9 in 10 customers have abandoned a business because of poor experience. If someone Tweets about a bad experience and you fail to respond you just lost your chance at redemption and keeping the customers. Moreover, according to our willingness-to-pay research consumers are likely to pay $1.08 more for their monthly wireless phone plan after getting a resolution to their Tweet about customer service compared to those who don’t receive a response.
Finding a platform that has the ability to help you find and prioritize conversations about customer service issues is critical. Additionally Conversocial’s DM Dispatcher product can help you uncover customer issue quickly (people hate repeating their issue) to route your them to the best agent, for faster, more efficient, revenue generating customer engagements.
Create Personalized Resolutions On Twitter
An important aspect of providing customer service on Twitter is keeping the customer in-channel. As customers have grown accustomed to effortless “in-the-moment” social care, their behavior has matured from simply venting on social to desiring complete in-channel resolution. But for brands, providing full customer service resolution over social– without deflecting to traditional legacy channels like phone or chat–presents a major challenge for those complaints that require authentication and protection of customer information. Social Authentication, that Conversocial call Social Bind within their platform, offers a way to authenticate customers through social media channels without ever having the customer’s PII (Personally Identifiable Information) pass through the Twitter.
Customers who are reaching out with plan-based inquiries can be asked to connect their accounts using the Social Bind product, allowing agents to look up the details of their account. Resolving those plan-based issues is very valuable: according to our willingness-to-pay research consumers are likely to pay $5.17 more for their monthly wireless phone plan after getting a resolution to their Tweet about plans compared to those who don’t receive a response.
Social Bind helps businesses create faster resolutions and increase agent efficiency because agents don’t need to ask for customer identification in future conversations on Twitter. With knowledge of who that user is in their customer database agents can immediately start solving the issue.
Make It Happen
Finding the right tool will help you create the best experience possible for your customers and maximize the opportunity. Conversocial is one of a select number of strategic partners here at Twitter, and we are working with Conversocial to bring jointly developed products to the market to make customer service on Twitter better for businesses and people.
Telcos understand that resolving issues on Twitter is no longer an option. Customers demand it, the value is there, and the competition is constantly figuring out how to better serve their customers. As a reminder, respond to everyone because that is where the value is found. Respond as quickly as possible to maximize value. Prioritize conversations around plans, customer service, and carrier switching and use Play, DM Dispatcher, and Social Bind to help you resolve problems quickly and make the best experience possible.
To see the Conversosical and Twitter partnership in action request a Conversocial demo here.
You can also follow me on Twitter @jefflesser for more thought leadership and up-to-date Twitter product news.