People love getting customer service from businesses on Twitter, but what is the value to businesses for providing that service? While it might seem intuitive that customers who get great help will spend more with that business in the future, new research actually quantifies that lift and helps businesses understand how to capture that value. This post shares highlights from our research, as well as tips to help customer service teams take advantage of the findings.
Requests for customer service emerged as an early behavior on Twitter, and Tweets have become a mainstream method for reaching out to businesses. Millions of people talk to businesses publicly each month via Tweets. To understand the impact of these customer service interactions on customer relationships, we designed a research study in partnership with Applied Marketing Science to figure out the potential revenue benefit to businesses who help their customers via Twitter.
Late last year, we began this work focused on the US airline industry, which found that customers who received replies from an airline demonstrated stronger satisfaction and recommendation ratings—and were also willing to pay a significantly higher price for a future ticket.
More recently, we expanded the project to replicate this research with the US quick service restaurant (QSR) and telecom industries. We found that, similar to the airline industry, customers who received replies were more satisfied with their experience, more willing to recommend the business, and willing to pay more money for that business’s products in the future—especially if the consumer received a response quickly.
We used the same rigorous conjoint analysis methodology for all verticals we analyzed.
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