twitter customer service study 2015 highlight reel

CUSTOMER SERVICE ON TWITTER A SIMPLY MEASURED STUDY - MARCH 2015

METHODOLOGY

Customer Service on Twitter - March 2015

This study looks at the Twitteractivity of the Interbrand 2014Best 100 Global Brands.

Statistics cited in this studyare based on data from1/1/15 - 2/14/15.

All data was analyzed usingSimply Measured’s industry-leading social media analyticsand reporting platform.

THIS STUDY ENCOMPASSES:

173,174 Tweets by 43 brands

1,098,407 followers

162,691 mentions from 61,881 unique Twitter users@

Interbrand 100 customer service handles were mentioned 162,691 times during the study time period, or 84 mentions per brand, per day. This is up 41% year-over-year.

Among customer service handles that were active during the sameperiod both years, mentions increased 16%.

USER BEHAVIOR


Please was one of the most commonly used words in Tweets mentioning the customer service handles of the Interbrand 100, appearing 16,108 times, in 10% of customer Tweets.

Other popular words includedthanks (appearing in 9% of Tweets),already (appearing in 7% of Tweets),help (appearing in 7% of Tweets),contact (appearing in 7% of Tweets),error (appearing in 6% of Tweets),offer (appearing in 5% of Tweets),now (appearing in 5% of Tweets), and enrolled (appearing in 5% of Tweets).

USER BEHAVIOR


BRAND ACTIVITY


The number of top brands with dedicated customer service handles has increased by 19% year-over-year.

The number of top brands who send 10+ customer service Tweets daily has increased by 41%, the number of top brands who send 50+ customer service Tweets daily has increased by 43%, and the number of top brands who send 100+ Tweets daily has more than doubled, going from 7% to 15%.

Customer Service on Twitter for the Interbrand 100

BRAND TACTICS


6%

Customer service handles for top brands most frequently pointusers to online resources for resolving their issues, and leastfrequently direct users to direct message (DM) the brand.

BRAND TACTICS


80% of @AmazonHelp responses direct users to their site, 85% of @UPSHelp responses direct users to email, and 45% of @HSBC_UK_Help responses direct users to call a telephone number

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

@HSBC_UK_Help

@AdobeCare

@AskeBay

@SamsungSupport

@UPSHelp

@NikeSupport

@AskAmex

@LumiaHelp

@AmazonHelp

Direct Users to Site Request More Info Direct Users to Email Diret Users to Call Direct Users to DM

RESPONSE TIME


95% of brand responsescome within 48 hours.

The only notable change between average account response times year-over-year was a 12-point increase in brands who respond within two hours.

EXPECTED RESPONSE TIME


100% of customers who expecta response from a brandwithin a few days are satisfiedby the Interbrand 100.

86% of customers expect a response from a brand within24 hours, and 97% of those customers have their expectations met by the Interbrand 100.

TIME OF DAY


The Interbrand 100 customer service handles receive the most mentions and send the most responses between 8:00- 9:00 AM PST.

The Interbrand 100 has the best customer service response time between 5:00-6:00 PM PST.

The Interbrand 100 has the worst customer service response time between 1:00-2:00 AM PST.

INDUSTRY ACTIVITY


Eight technology Interbrand 100 brands have customer service handles on Twitter. They received 45,636 mentions and responded 30,273 times in the study period.

Technology, financial services, and automotive verticals have the greatest number of dedicated customer service handles, but are also the most well-represented verticals on the Interbrand100 list.

100% of Interbrand 100 restaurant and transportation brands have an active customer service handle.

TOP BRANDS


@AmazonHelp received the most mentions among the Interbrand 100 during the study time period, while also scoring one of the lowest average response times, comingin under an hour.

@UPSHelp had the lowest average response time among the most mentioned brands, coming in just under 16 minutes.

STUDY HIGHLIGHTS


Customers are increasingly turning to Twitter to express frustration at specific scenarios, more politely than you might expect.

Brands are getting more acclimated to using Twitter for customer service purposes, and are consistently increasing the number of Tweets they send out.

Dedicated customer service handles for top brands use a wide variety of tactics to respond to customers.

Dedicated customer service handles for top brands are good at meeting customer expectations on Twitter.

The Interbrand 100’s most active time for both responses and mentions directly correlates to the North American business day.

Technology brands represent the largest group of Interbrand 100 customer service handles on Twitter.

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ABOUT SIMPLY MEASURED

Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place.Find out more at simplymeasured.com

Download the Full Study


http://get.simplymeasured.com/2015-03-twitter-cs-em.html?utm_source=sls&utm_medium=doc&utm_campaign=twitter-cs-2015-03-10

twitter customer service study 2015 highlight reel

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