It’s been reported that Twitter is testing a new feature that is set to help users get faster customer support than ever before. In the same way as Facebook business profiles have a badge to display their responsiveness, we could soon be seeing the same on Twitter profiles. This is good news for brands and customers alike as the platform becomes more valuable for both sides: the customer service journey becomes more cohesive and trust and engagement is built.
Whilst the new feature hasn’t been confirmed by Twitter itself, its implementation would be more than likely, given the platform’s increased focus on customer service. In February we saw a host of new features introduced, from call to action buttons so that customers could quickly start a direct message conversation, to customer satisfaction surveys. It’s undeniable that Twitter is staying true to its commitment from last year, when it released its Customer Service Playbook as testament to how serious it is taking this space.
It’s moves like these – that directly benefit customer services – that have cemented Twitter’s evolution into a (albeit inadvertent) customer service channel. As more and more customers turn to the platform looking for support, to offer praise, disappointment and even condemnation – the days of frustrating and expensive hours spent on the phone with infuriating automated services seem increasingly outdated.
In another customer service move, Twitter is also testing out a Featured Tweet functionality. This would empower brands to pin a chosen past tweet to the top of their news feed. If there’s a question that is frequently asked by customers, this could be a useful tool for brands to field queries or unveil product or service news.
Whilst the improvements all positive news, it’s important for brands and business to take a considered approach to this. Elizabeth Clor, senior director of marketing at customer intelligence platform Clarabridge warned in her article on AdWeek that ‘…while high response speed is something that brands should aspire to, they should be careful about sacrificing the effectiveness of a response for its efficiency. A common practice among brands on Twitter is replying to customer questions or comments with a request to start a private message conversation, which registers as a response but doesn’t necessarily resolve the customer’s problem. What happens behind closed doors in the private message environment is not always clear.’
Enhanced customer service tools are welcome news in what’s been a difficult twelve months for Twitter. With falling share prices, managerial instability and deserting users, a durable customer service arm could be the lifeboat Twitter needs to help it survive the rocky oceans and ensure smooth sailing into a promising future.
