AS A TOOL TO
 ENHANCE CUSTOMER
SERVICE FOR BUSINESSES
     IN GERMANY
KEY FINDINGS
ONLINE QUESTIONNAIRE

                         32%

                               68%


      Social Network             ...
TWITTER‘S IMPORTANCE



                                                                      100 %


                    ...
TWITTER‘S POTENTIAL



                                                                      100 %


                     ...
FOLLOWING TWEETING COMPANIES



                                                                  5%
                     ...
CUSTOMER SERVICE CHANNELS


                              25 %   50 %   75 %    100 %

                  Twitter

        ...
RECOMMENDATIONS
BASED ON…



• Interviews   and Survey

• Business Tweeters‘   Experiences

• Customer  Service and Twitter Experts‘
    C...
BCCS MODEL
                                                                                 BUSINESS
                     ...
TWITTER SUPPORT




                  RECOMMENDATIONS
DEVELOPMENTS
TWITTER‘S GROWTH




20.000.000

15.000.000

10.000.000

 5.000.000


     May 08   August 08   November 08   February 09 ...
TWITTER‘S IMPACT



• Immediate   News

• Immediate   Feedback

• Immediate   Connections

• Immediate   Communication



...
DECISIONS




            DEVELOPMENTS
CHANGE




         DEVELOPMENTS
MARKETING




            DEVELOPMENTS
MARKETING




            DEVELOPMENTS
INTERVIEWEES




               DEVELOPMENTS
INTERVIEWEES




               DEVELOPMENTS
CUSTOMER SERVICE
SLOWLY (BUT SURELY?)



• No    Great Changes at Interviewees

• Many   Companies Still Missing

• Yet   More Appeared



...
CRITICAL PROCESS REVIEW
THE RESEARCH



•5   In-depth Interviews

• 118   Online Questionnaires

• On-   and Offline Desk Research




            ...
THE RESEARCH


           +                         ≠
  Specific Sample Group       Larger Sample Size

    Detailed Insigh...
LEARNING ACCOMPLISHMENTS


              +                                ≠
     Prioritize & Evaluate         Refine Resea...
THANK YOU.
Introducing Twitter As A Tool To Enhance Customer Service For Businesses In Germany
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Introducing Twitter As A Tool To Enhance Customer Service For Businesses In Germany

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Introducing Twitter As A Tool To Enhance Customer Service For Businesses In Germany

  1. 1. AS A TOOL TO ENHANCE CUSTOMER SERVICE FOR BUSINESSES IN GERMANY
  2. 2. KEY FINDINGS
  3. 3. ONLINE QUESTIONNAIRE 32% 68% Social Network Small and Active Network Instant Messenger Engage in Conversations Lack of Knowledge Share Information Redundancy Great Potential KEY FINDINGS
  4. 4. TWITTER‘S IMPORTANCE 100 % 75 % 50 % 25 % Unimportant or redundant E-mail SMS To some extent important IM Twitter (Very) Important SN KEY FINDINGS
  5. 5. TWITTER‘S POTENTIAL 100 % 75 % 50 % 25 % E-mail Twitter Unimportant or redundant SMS IM (Very) Important SN KEY FINDINGS
  6. 6. FOLLOWING TWEETING COMPANIES 5% 19% 48% 29% The tweets are helpful/informative/entertaining Interesting company Interesting Twitter representative Other interesting people are following this company as well KEY FINDINGS
  7. 7. CUSTOMER SERVICE CHANNELS 25 % 50 % 75 % 100 % Twitter Blog Call E-mail Impressed In Store Average They try Not convinced KEY FINDINGS
  8. 8. RECOMMENDATIONS
  9. 9. BASED ON… • Interviews and Survey • Business Tweeters‘ Experiences • Customer Service and Twitter Experts‘ Comments and Recommendations • Own Findings and Insights RECOMMENDATIONS
  10. 10. BCCS MODEL BUSINESS PROB PR LEM OB LE ED M PR HELP OB LE G UE FE DIALOGUE M GUE UE DIALOGUE Customer IALO DIALOG DIALO LP D HE Tweeter Customer Customer Customer ELP Tweeter Tweeter Customer Customer Customer Tweeter Tweeter Customer H Customer Tweeter Tweeter Customer Customer Customer Tweeter Customer Tweeter Customer Customer Tweeter Customer Customer Customer Tweeter Customer Customer Customer Tweeter Customer Customer Tweeter Tweeter Tweeter Customer Tweeter RECOMMENDATIONS
  11. 11. TWITTER SUPPORT RECOMMENDATIONS
  12. 12. DEVELOPMENTS
  13. 13. TWITTER‘S GROWTH 20.000.000 15.000.000 10.000.000 5.000.000 May 08 August 08 November 08 February 09 May 09 DEVELOPMENTS
  14. 14. TWITTER‘S IMPACT • Immediate News • Immediate Feedback • Immediate Connections • Immediate Communication DEVELOPMENTS
  15. 15. DECISIONS DEVELOPMENTS
  16. 16. CHANGE DEVELOPMENTS
  17. 17. MARKETING DEVELOPMENTS
  18. 18. MARKETING DEVELOPMENTS
  19. 19. INTERVIEWEES DEVELOPMENTS
  20. 20. INTERVIEWEES DEVELOPMENTS
  21. 21. CUSTOMER SERVICE
  22. 22. SLOWLY (BUT SURELY?) • No Great Changes at Interviewees • Many Companies Still Missing • Yet More Appeared CUSTOMER SERVICE
  23. 23. CRITICAL PROCESS REVIEW
  24. 24. THE RESEARCH •5 In-depth Interviews • 118 Online Questionnaires • On- and Offline Desk Research CRITICAL PROCESS REVIEW
  25. 25. THE RESEARCH + ≠ Specific Sample Group Larger Sample Size Detailed Insights Different Interview Methods Sophisticated Survey Design CRITICAL PROCESS REVIEW
  26. 26. LEARNING ACCOMPLISHMENTS + ≠ Prioritize & Evaluate Refine Research Methods Organize & Schedule Workload Prepare (Survey) Thoroughly Maintain High Level of Activity Working on an Academic Level CRITICAL PROCESS REVIEW
  27. 27. THANK YOU.

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