Twitter is fast becoming the Internet’s sexiest communication
platform. And for good reason. It’s quick. It’s easy. It’s convenient.
And with the recent straight-line growth in media buzz and users,
Twitter is pervasive. The bigger it gets the more useful it gets.
So it’s no accident companies are finding it an equally sexy
customer service platform. Many big names are already using Twitter
effectively to connect with and serve their customers.
That’s why Ben Parr’s article is so timely, so useful and so viral. (Last I saw it had 501
546 tweets.) In it he talks about how to use Twitter as a customer
service platform. He offers some pragmatic advice on making Twitter a
powerful customer service tool. I suggest you read his full post
because it’s well worth it. For now though, here are a few thoughts I
would add to what Ben says.
1. Customer service goes beyond service recovery. So can Twitter.
In fact service recovery is a tiny component of customer service.
(Or at least it should be.) Twitter can be an excellent platform for
connecting with customers at many touch points. The best customer
service organizations give their customers what they want. To do this
they have to know what customers want. Twitter can facilitate much of
2. Twitter can increase employee engagement.
Using Twitter conversations as a learning tool and a knowledge base,
you can engage more employees. It’s real-time, live, unadulterated
knowledge from the front lines. By making it available to more
employees you can engage their creativity and problem solving
capabilities to address issues and open opportunities.
3. Twitter can make management smarter.
For the same reasons in #2, your company leadership can make better
decisions because they have better information. Twitter can be a
goldmine of information about your company or market. Grab this
information and use it.
4. Don’t make Twitter a rock star at the expense of your other channels.
Comcast has one of the best digital support teams
out there, led by Frank Eliason. Frank and his crew are amazing. But
the rest of Comcast customer support looks weak and silly by
comparison. The contrast is embarrassing. Make sure you don’t ignore
your other support channels. They might be frumpy but they are
Ben has added a lot of value to this important conversation about
how to use Twitter to deliver better customer service. Keep your eyes
and Google Alerts open for more (much more) about this topic. This is
just getting started. And why not add your thoughts? Share your Twitter
customer service stories. You can use the comments form or this contact form.