Does Your Company Use Twitter for Customer Service?August 18, 2010
By Cara Brooke Schultz
At a recent conference, I was busy writing my "elite tweets" aka valuable snippets of information from the top marketing gurus in the industry, as I noticed one of our conference attendees reaching out to the ANA corporate twitter account. They needed a contact number for our live-streaming option and I was able to immediately give it to them. They thanked me, and continued to enjoy the conference. I gave myself a pat on the back for quality customer service.
Now, why did I bring this up? I recently read an article from Businessweek.com detailing how Delta is using Twitter to respond and rectify customer complaints. The article talks about how Delta is setting itself apart by resolving customer issues on Twitter rather than simply monitoring what consumers are saying. Consumers are using social media sites to reach companies because the wait time is less. Instead of waiting on a long line at the airport, or calling the company from your hotel room and being forced to wait on hold for 15-20 minutes, writing a quick 140-character comment might get you a response in minutes.
Other airlines like JetBlue and Southwest listen to customers on Twitter but refer them to call centers or websites to settle issues. Customer service is part of JetBlue and Southwest's Twitter account but not the soul purpose.
What does your company use its Twitter account for? Is it primarily a customer service outlet, or is that just one piece of the puzzle?
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