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Using Twitter to Create a Customer Experience That Gets Results

Qualtrics
Qualtrics

As a growing social medium, Twitter is making its way into the Customer Experience world. In this session, explore the benefits of using Twitter in your CX program as Twitter’s Jeff Lesser dives into the data, best practices, and new capabilities of Twitter.

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Using Twitter to
create a customer
experience that
gets results
Jeff Lesser
Product Marketing
Twitter
2
Housekeeping
©2015QUALTRICSLLC.
The recording and slides for today’s presentation will be made available on
cxweek.com along with other content and webinars from throughout the week
Please use the chat window to submit questions throughout the webinar, we will
have time designated at the end for Q & A
Join the conversation on Twitter by tweeting @Qualtrics using #cxweek
Jeff Lesser
Product Marketing at Twitter
Jeff is a Senior Product Marketing Manager at Twitter
responsible for leading the marketing of the customer
service initiative. When going beyond 140 characters
Jeff likes to snowboard, bike, listen to music, and try
new beers and whiskey.
4
©2015QUALTRICSLLC.
We’ve always seen a huge appetite for customer service, whether
that be praising brands or complaining. We think there’s a lot of
potential to make this a lot easier.
What makes Twitter unique
©2015QUALTRICSLLC.
ConversationalPublic DistributedRealtime
6
Twitter customer service growth
©2015QUALTRICSLLC.
80%
of social customer
service requests
come from Twitter
of Twitter users have
followed or engaged
with a brand
82%
increase in Tweets to
brands and their customer
service handles
2.5x
SOURCE | Customer Service on Twitter Playbook, 2015
7
Opportunity of customer service on Twitter
©2015QUALTRICSLLC.
Greater Customer
Satisfaction
Increased
Opportunities for
Sales
19% 18%
Decreased Cost
Per Resolution
$
80%
SOURCE | McKinsey, 2015: “Social Care in the World of Now” published on forbes.com
8
Satisfaction with service experience
©2015QUALTRICSLLC.
Users who received a response on Twitter were more satisfied with their experience than what they received on other customer
service channels
SOURCE | Customer Service Impact: Airline Study, Applied Marketing Science, 2015
9
Fast replies generate revenue
©2015QUALTRICSLLC.
When an airline responded to a customer’s Tweet in less than 6 minutes, the customer was willing to pay almost $20 more for that
airline in the future
SOURCE | Customer Service Impact: Airline Study, Applied Marketing Science, 2015
10
Resolutions on Twitter are less costly
©2015QUALTRICSLLC.
$6 $1
SOURCE | McKinsey, 2015: “Social Care in the World of Now” published on forbes.com
11
Twitter is 1:1 with an audience
©2015QUALTRICSLLC.
“30 years ago, if I had a problem with
my client, that would be between me
and them. Now, if there’s an issue or even
a gripe, the world can see it
within two seconds.
Karleen Roy
Founder, Vanity Group
@KRoyVanityGirl
Rian Dawson
@riandawson
Damn, many props to @JohnLegere and
@TMobileHelp for their speedy and reliable customer
service. Thanks always folks!
65K
IMPRESSIONS
”
Marketing
customer service
on Twitter as a
differentiator
12
©2015QUALTRICSLLC.
Brands like Delta are recognizing
the value of having their customers
reach out to them on Twitter so
much that they built an entire
marketing campaign around it.
Are you better at
service than the
TSA?
13
©2015QUALTRICSLLC.
If you’ve traveled recently you know
how painful the experience is at
security, but even the TSA is
creating a great experience on
Twitter.
Best Practices
15
Friendliness matters
©2015QUALTRICSLLC.
7 4 %
had a
friendly
interaction
6 %
had an
unfriendly
interaction
7 6 %
are likely to
recommend the
brand
O F T H E S E
8 2 %
are unlikely to
recommend the
brand
O F T H E S E
SOURCE | Twitter Customer Service Insight Survey, 2015;
*Compared to any user who had a customer service interaction on Twitter
16
Be empathetic
©2015QUALTRICSLLC.
Brands are expressing
empathy with customers
less than half the time
on Twitter
Consumers are 20% more
likely to reach a resolution
with a brand after a friendly
customer service
interaction*
SOURCE | Twitter Customer Service Insight Survey, 2015;
*Compared to any user who had a customer service interaction on Twitter
17
Offer to help
©2015QUALTRICSLLC.
66% of brands first response
to consumers inquiries on
Twitter include phrase of
willingness to help
Consumers are 25% more
likely to be satisfied with a
brand after a friendly customer
service interaction*
SOURCE | Twitter Customer Service Insight Survey, 2015;
*Compared to any user who had a customer service interaction on Twitter
18
Personalization matters
©2015QUALTRICSLLC.
7 0 %
had a
personalized
interaction
1 4 %
had an
impersonal
interaction
7 7 %
are likely to
recommend the
brand
O F T H E S E
6 6 %
are unlikely to
recommend the
brand
O F T H E S E
SOURCE | Twitter Customer Service Insight Survey, 2015;
*Compared to any user who had a customer service interaction on Twitter
19
Say their name
©2015QUALTRICSLLC.
Customer service reps are
using customers’ names in
their replies
8% of the time
70% of consumers said
their most recent customer
service interaction on
Twitter was personalized
SOURCE | Twitter Customer Service Insight Survey, 2015;
*Compared to any user who had a customer service interaction on Twitter
20
Sign your name
©2015QUALTRICSLLC.
Customer service reps are signing
their names or initials at the end of
their customer service replies,
81% of the time
Consumers are 19% more likely
to reach a resolution with a brand
after a personalized customer
service interaction*
SOURCE | Twitter Customer Service Insight Survey, 2015;
*Compared to any user who had a customer service interaction on Twitter
21
Be informal
©2015QUALTRICSLLC.
Avoid stock responses—
instead, use casual language
and phrases to humanize the
interaction
Consumers are 22% more
likely to be satisfied with a
brand after a personalized
customer service interaction*
SOURCE | Twitter Customer Service Insight Survey, 2015;
*Compared to any user who had a customer service interaction on Twitter
22
Transform your business on Twitter
©2015QUALTRICSLLC.
New Capabilities
24
Use DM prompts
©2015QUALTRICSLLC.
Transition users to a private
conversation more easily.
Using the prompt results in a
30% greater conversion to DM
rate compared to using only
text.
Must have the setting enabled
to ‘Receive Direct Messages
from anyone’
25
Get customer feedback
©2015QUALTRICSLLC.
Measure and improve the
experience using standard
NPS and CSAT questions
Customer Feedback is
receiving a 70% response
rate, compare that to the 2%-
10% for other customer
feedback surveys*
Thanks

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Using Twitter to Create a Customer Experience That Gets Results

  • 1. Using Twitter to create a customer experience that gets results Jeff Lesser Product Marketing Twitter
  • 2. 2 Housekeeping ©2015QUALTRICSLLC. The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week Please use the chat window to submit questions throughout the webinar, we will have time designated at the end for Q & A Join the conversation on Twitter by tweeting @Qualtrics using #cxweek
  • 3. Jeff Lesser Product Marketing at Twitter Jeff is a Senior Product Marketing Manager at Twitter responsible for leading the marketing of the customer service initiative. When going beyond 140 characters Jeff likes to snowboard, bike, listen to music, and try new beers and whiskey.
  • 4. 4 ©2015QUALTRICSLLC. We’ve always seen a huge appetite for customer service, whether that be praising brands or complaining. We think there’s a lot of potential to make this a lot easier.
  • 5. What makes Twitter unique ©2015QUALTRICSLLC. ConversationalPublic DistributedRealtime
  • 6. 6 Twitter customer service growth ©2015QUALTRICSLLC. 80% of social customer service requests come from Twitter of Twitter users have followed or engaged with a brand 82% increase in Tweets to brands and their customer service handles 2.5x SOURCE | Customer Service on Twitter Playbook, 2015
  • 7. 7 Opportunity of customer service on Twitter ©2015QUALTRICSLLC. Greater Customer Satisfaction Increased Opportunities for Sales 19% 18% Decreased Cost Per Resolution $ 80% SOURCE | McKinsey, 2015: “Social Care in the World of Now” published on forbes.com
  • 8. 8 Satisfaction with service experience ©2015QUALTRICSLLC. Users who received a response on Twitter were more satisfied with their experience than what they received on other customer service channels SOURCE | Customer Service Impact: Airline Study, Applied Marketing Science, 2015
  • 9. 9 Fast replies generate revenue ©2015QUALTRICSLLC. When an airline responded to a customer’s Tweet in less than 6 minutes, the customer was willing to pay almost $20 more for that airline in the future SOURCE | Customer Service Impact: Airline Study, Applied Marketing Science, 2015
  • 10. 10 Resolutions on Twitter are less costly ©2015QUALTRICSLLC. $6 $1 SOURCE | McKinsey, 2015: “Social Care in the World of Now” published on forbes.com
  • 11. 11 Twitter is 1:1 with an audience ©2015QUALTRICSLLC. “30 years ago, if I had a problem with my client, that would be between me and them. Now, if there’s an issue or even a gripe, the world can see it within two seconds. Karleen Roy Founder, Vanity Group @KRoyVanityGirl Rian Dawson @riandawson Damn, many props to @JohnLegere and @TMobileHelp for their speedy and reliable customer service. Thanks always folks! 65K IMPRESSIONS ”
  • 12. Marketing customer service on Twitter as a differentiator 12 ©2015QUALTRICSLLC. Brands like Delta are recognizing the value of having their customers reach out to them on Twitter so much that they built an entire marketing campaign around it.
  • 13. Are you better at service than the TSA? 13 ©2015QUALTRICSLLC. If you’ve traveled recently you know how painful the experience is at security, but even the TSA is creating a great experience on Twitter.
  • 15. 15 Friendliness matters ©2015QUALTRICSLLC. 7 4 % had a friendly interaction 6 % had an unfriendly interaction 7 6 % are likely to recommend the brand O F T H E S E 8 2 % are unlikely to recommend the brand O F T H E S E SOURCE | Twitter Customer Service Insight Survey, 2015; *Compared to any user who had a customer service interaction on Twitter
  • 16. 16 Be empathetic ©2015QUALTRICSLLC. Brands are expressing empathy with customers less than half the time on Twitter Consumers are 20% more likely to reach a resolution with a brand after a friendly customer service interaction* SOURCE | Twitter Customer Service Insight Survey, 2015; *Compared to any user who had a customer service interaction on Twitter
  • 17. 17 Offer to help ©2015QUALTRICSLLC. 66% of brands first response to consumers inquiries on Twitter include phrase of willingness to help Consumers are 25% more likely to be satisfied with a brand after a friendly customer service interaction* SOURCE | Twitter Customer Service Insight Survey, 2015; *Compared to any user who had a customer service interaction on Twitter
  • 18. 18 Personalization matters ©2015QUALTRICSLLC. 7 0 % had a personalized interaction 1 4 % had an impersonal interaction 7 7 % are likely to recommend the brand O F T H E S E 6 6 % are unlikely to recommend the brand O F T H E S E SOURCE | Twitter Customer Service Insight Survey, 2015; *Compared to any user who had a customer service interaction on Twitter
  • 19. 19 Say their name ©2015QUALTRICSLLC. Customer service reps are using customers’ names in their replies 8% of the time 70% of consumers said their most recent customer service interaction on Twitter was personalized SOURCE | Twitter Customer Service Insight Survey, 2015; *Compared to any user who had a customer service interaction on Twitter
  • 20. 20 Sign your name ©2015QUALTRICSLLC. Customer service reps are signing their names or initials at the end of their customer service replies, 81% of the time Consumers are 19% more likely to reach a resolution with a brand after a personalized customer service interaction* SOURCE | Twitter Customer Service Insight Survey, 2015; *Compared to any user who had a customer service interaction on Twitter
  • 21. 21 Be informal ©2015QUALTRICSLLC. Avoid stock responses— instead, use casual language and phrases to humanize the interaction Consumers are 22% more likely to be satisfied with a brand after a personalized customer service interaction* SOURCE | Twitter Customer Service Insight Survey, 2015; *Compared to any user who had a customer service interaction on Twitter
  • 22. 22 Transform your business on Twitter ©2015QUALTRICSLLC.
  • 24. 24 Use DM prompts ©2015QUALTRICSLLC. Transition users to a private conversation more easily. Using the prompt results in a 30% greater conversion to DM rate compared to using only text. Must have the setting enabled to ‘Receive Direct Messages from anyone’
  • 25. 25 Get customer feedback ©2015QUALTRICSLLC. Measure and improve the experience using standard NPS and CSAT questions Customer Feedback is receiving a 70% response rate, compare that to the 2%- 10% for other customer feedback surveys*