Twitter Customer Service Study: Top 10 Brands


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A look at the top 10 brands from Simply Measured's recent customer service study.

Published in: Social Media, Technology, Business

Twitter Customer Service Study: Top 10 Brands

  1. 1. Top 10 Brands Rocking Customer Service on Twitter
  2. 2. © 2013 Simply Measured, Inc In our latest study, we took a look at the Interbrand 100 companies in the world, and how their customer service activity stacks up on Twitter. These 10 brands have the strongest customer service brand performance from the entire study. Lets dive a little deeper into the strategies that makes them great. Comparing The Best Of The Best 2
  3. 3. Top 10 Brands Rocking Customer Service From Our Twitter Study
  4. 4. © 2013 Simply Measured, Inc The 10 Most Engaging Brands from Our Twitter Study 4
  5. 5. © 2013 Simply Measured, Inc No. 1: @NikeSupport 5 Average Response Time (Hours): 10.2 Average Response Rate: 0.70 Total Sent Tweets: 21,522 *Stats from January 2014 Out of all the impressive brands in the top 10, @NikeSupport offered followers the highest level of service. Why? Because they own up to problems immediately and indicate that they’re working towards a solution, and because they have such a high response rate, which makes customers feel heard.
  6. 6. © 2013 Simply Measured, Inc No. 2: @NokiaHelps 6 Average Response Time (Hours): 3.6 Average Response Rate: 0.70 Total Sent Tweets: 9,750 *Stats from January 2014 Nokia has built its customer service Twitter handle as a forum for consulting with “technical experts” who tweet back and forth with you until your problem has been resolved. Nokia’s seen great success by taking this traditional phone customer service model to Twitter with top industry response time and response rate.
  7. 7. © 2013 Simply Measured, Inc No. 3: @MicrosoftHelps 7 Average Response Time (Hours): 0.50 Average Response Rate: 0.64 Total Sent Tweets: 7,937 *Stats from January 2014 Microsoft’s customer service handle does a great job of being proactive, finding negative feedback about their products on Twitter and reaching out to those customers to see how they can help. A killer average response time and rate don’t hurt, either.
  8. 8. © 2013 Simply Measured, Inc No. 4: @UPSHelp 8 Average Response Time (Hours): 1.47 Average Response Rate: 0.47 Total Sent Tweets: 9,771 *Stats from January 2014 UPS drives customer service success on Twitter by actively seeking out negative reviews and trying to turn them around (à la Microsoft), and also directing tweeters towards its customer service email address for the more in-depth interactions often necessary for package tracking.
  9. 9. © 2013 Simply Measured, Inc No. 5: @AskAmex 9 Average Response Time (Hours): 3.8 Average Response Rate: 0.46 Total Sent Tweets: 6,675 *Stats from January 2014 One of American Express’s successful customer service tactics is greeting Twitter to indicate availability, and saying goodnight or goodbye to indicate that their handle won’t be doing any more responding until the next business day. Keeping the customer in the scheduling loop helps prevent frustration and lowers response times.
  10. 10. © 2013 Simply Measured, Inc No. 6: @SamsungSupport 10 Average Response Time (Hours): 5.2 Average Response Rate: 0.60 Total Sent Tweets: 4,964 *Stats from January 2014 Samsung takes a holistic approach to its customer service efforts on Twitter, building audience engagement and heading questions off at the pass by showcasing product capabilities and linking to how-to’s on its site, while also offering direct access to its Social Media Support Team during business hours.
  11. 11. © 2013 Simply Measured, Inc No. 7: @AmazonHelp 11 Average Response Time (Hours): 1.1 Average Response Rate: 0.54 Total Sent Tweets: 5,886 *Stats from January 2014 @AmazonHelp responds to positive mentions as well as negative mentions, which is a great way to foster a feed that doesn’t only showcase problems and customer displeasure. Reminding the world that your brand isn’t always in the wrong (and is made up of human beings who care about customer experience) is good publicity and might even tame an unhappy customer’s ire.
  12. 12. © 2013 Simply Measured, Inc No. 8: @DellCares 12 Average Response Time (Hours): 15 Average Response Rate: 0.40 Total Sent Tweets: 3,535 *Stats from January 2014 Dell’s advantage is that they can often give detailed advice on how to get their products up and running again directly from Twitter. When a more hands-on approach is necessary, customers are directed towards DM to provide sensitive information.
  13. 13. © 2013 Simply Measured, Inc No. 9: @AdobeCare 13 Average Response Time (Hours): 3.3 Average Response Rate: 0.52 Total Sent Tweets: 3,192 *Stats from January 2014 Adobe uses its customer service handle to answer complaints and questions, and also to alert users about software updates and outages—a perfect example of how a customer service handle sees success by becoming a source of information as well as problem resolution.
  14. 14. © 2013 Simply Measured, Inc No. 10: @HSBC_UK_Help 14 Average Response Time (Hours): 0.38 Average Response Rate: 0.65 Total Tweets: 2,726 *Stats from January 2014 HSBC uses American Express’s tactic of letting folks know when they’re available and when they’re heading home, with the personal touch of customer service associates introducing themselves by name when they sign on.
  15. 15. © 2013 Simply Measured, Inc For more, check out our full Twitter study. 15 These 10 brands do an handle customer service on Twitter better than almost anyone. Click here to learn more about winning customer service strategies by downloading our free customer service study.
  16. 16. Thank You! For More Social Media Analysis, find us on Twitter at @SimplyMeasured.