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A Day In The Life Of Brands On Twitter – Why You Need Proactive Customer Service

By Rachel Tran on Mar 8, 2013 6:04:00 PM

It is more important now than ever to connect social engagement with all your departments, reaping the valuable social data provided by your customers. 

Research shows that less than 8 percent of customer responses on social are directly @ mentioned, how are you going to ensure you reach out to your customers and meet them at their point of need?

It’s time to Turn Listening Into Action.

Over a 5 week period, The Great Social Customer Race study found that less than 8% of mentions carried the @ symbol after investigating 14 of the world’s biggest brands. In our recent study, A Day In The Life Of Brands on Twitter, we monitored 4 major retail brands over 24 hours and found that less than 3% of tweets used the @ symbol. Within that 24 hour period, over 11,000 tweets were sent – with only a very small fraction tweeted directly. And these conversations contained a surprising number of actionable messages; over 37% were customer-service related.  If your brand is merely monitoring your @ mentions you are going to be missing out on a lot of important data and real opportunities to improve customer relationships. 

Our new Proactive Customer Service tools provide advanced Twitter search capability that is focused on helping our customers deliver effective customer service. Proactive Customer Service Channels allow you to integrate service-focused proactive outreach into your social media operation. Provide a better customer experience, insure your brand reputation, and gain deeper insights from the myriad of social data available.

What’s important for an effective proactive customer service program?

Visibility of Every Issue  

Access to the Twitter fire-hose is a must-have to gain real-time access to consumer conversations. Our team helps companies to build proactive customer service channels that work for their business. It’s important to understand how to filter data based on keywords, location, language and more to direct the right member of your team to customers’ issues.

Efficient Outreach

The best way to expand the reach of your social customer service team is through effective prioritization of real customer issues. In Conversocial, proactive work queues are managed with our Priority Response Engine, so that agents don’t waste any time trawling through vast social data for customers’ most important conversations.

Customer Service KPIs

It’s important to make proactive outreach accountable with real customer service analytics and reporting. Demand volumes, customer sentiment, issue categorization and response rates should all be measured to glean an accurate picture of discussion around your brand and your team’s ability to make a difference. 

If you want to find out more about how Proactive Social Customer Service can help your business, get in contact with us here, or drop an email to our ever-helpful sales team on sales@conversocial.com.

And if you’d like to find out more about our recent research, you can download the report in full below.

Download Our Report: A Day In The Life Of Brands On Twitter

Got any suggestion for what you’d like to hear from us? Send them over to Rachel@conversocial.com or @Conversocial. We’re always looking for new ideas!

Topics: Customer Service, Twitter

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