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Using Twitter to Create a Customer Experience That Gets Results

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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.

Publicado en: Empresariales
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Using Twitter to Create a Customer Experience That Gets Results

  1. 1. Using Twitter to create a customer experience that gets results Jeff Lesser Product Marketing Twitter
  2. 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. 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. 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. 5. What makes Twitter unique ©2015QUALTRICSLLC. ConversationalPublic DistributedRealtime
  6. 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. 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. 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. 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. 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. 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. 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. 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.
  14. 14. Best Practices
  15. 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. 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. 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. 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. 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. 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. 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. 22 Transform your business on Twitter ©2015QUALTRICSLLC.
  23. 23. New Capabilities
  24. 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. 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*
  26. 26. Thanks

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