How-to Guide

Customer Service Tools: How Twitter and Facebook Are Changing the Game

Some consumers use social channels almost exclusively to interact with brands.

They will even choose to do business with companies based on whether they offer social or online transactions and support. Effectively utilizing social customer service tools is the best way companies can exceed customers' growing expectations for outstanding experiences.

Why Twitter?

For a decade now, users have been adopting Twitter to connect with businesses because it’s personal, conversational and when done right−real-time. 80% of customer service requests happen on Twitter. That’s good news for brands since Twitter found that consumers are willing to spend more after a positive customer service interaction. Learn more about why Twitter is a “must-have” for business in our Insider’s Guide to Measuring Twitter Customer Service Success.

Consumers with a positive customer service experience on Twitter will spend more.

Why Facebook?

With more than one billion active users1, it’s not surprising that Facebook is a prime location for brands to market their products and services. But effective Facebook marketing is more than just posting images and status updates. Successful brands harness the power of Facebook as a customer service tool to establish stronger relationships with their customers.

Seven Tips to Excel at Customer Service on Twitter and Facebook

Here are a few ways businesses of all sizes can use Twitter and Facebook as customer service tools to give customers “small business” attention.

  1. Build and use detailed customer profiles
    Have you ever called a company to complain about a product or service only to be passed around to several different agents who all ask your account number and what the problem is? On social channels, you have an opportunity to avoid these negative experiences. When you build and use detailed customer profiles, your clients can convey the information once, and all of your agents have access to the answer.
  2. Assign cases rather than posts
    Assigning client cases rather than individual posts requires integration with CRM and maintenance of a robust customer history which will give you a 360 view of the customer.
  3. Focus on engaging where you can
    Would a private conversation be more appropriate to get more information from the customer? Initiate a private conversation via Twitter Direct Message or Facebook Messenger to keep the conversation more authentic as well as private and fully threaded in one place.
  4. Respond within minutes, not hours
    Your customers don’t have 30 minutes to block out for a call anymore. It’s easier and more efficient for them to Tweet at a brand or post on a brand wall because they’re able to multi-task during that time, so the impact on their daily life is much less. But that doesn’t mean you have the luxury of taking your time to respond. The majority of customers expect a brand to respond to their complaints in less than an hour. Best of class response times for high-tech consumer, telecom, media and entertainment, and financial services is now on the order of 30 minutes, with some response time targets as fast as 90 seconds.
    The greatest thing you can do for a customer is save them time.
  5. Evaluate customer sentiment

    Using Twitter’s Customer Feedback feature, people can easily (and privately) share their feedback with a business after a customer service conversation. Utilizing either Net Promoter ScoreSM (NPS®) or Customer Satisfaction (CSAT) question formats, you can structure surveys and better measure and improve your service experience. For both Facebook and Twitter, it’s important to evaluate sentiment along with your overall sentiment conversion trends. Read how Symantec increased positive sentiment conversion by 50% on over 14,000 cases handled.

    Despite the popularity of Twitter and Facebook today, excelling at customer service is not about a particular social channel. Instead, be prepared to scale to respond quickly and authentically to your customer requests and keep pace with technology innovations.

    So, are you ready to take your social media management to the next level in 2017? Check out these 5 Boosts you should employ in your strategy for the New Year.


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