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Utilizing Twitter to impact customer service
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Quiz: Which social network grew by nearly 1,700 percent over the past year?
Answer: Twitter, of course, the same “micro-blogging” site that now sees more unique traffic than LinkedIn, Digg and The New York Times. And it’s still adding 10 million unique browsers a month.
By now, it is clear that Twitter is making a significant impact on how we communicate online. In 140 characters or less, participants answer a simple question – “What are you doing?” – to update their individual network of friends, associates and other “followers.” With each update, followers numbering in the tens, hundreds, thousands and even millions (if you’re a celebrity) – can stay up-to-date on what’s happening in the user’s life.
Considering these statistics, it should come as no surprise that Twitter is beginning to take hold of the business world, with savvy companies using the communications platform to interact with customers and potential customers. And for many companies, Twitter provides another channel for quick and personalized customer service.
Comcast, my employer, is one such company that has been ‘Tweeting’ towards a higher customer satisfaction rating, and we’re beginning to get recognized for our efforts.
The University of Michigan’s American Customer Satisfaction Index (ACSI) recently announced that Comcast’s customer rating had soared by more than 9 percent in the first quarter of 2009 from last year’s rankings – almost twice the satisfaction growth of its closest industry competitor. Researchers from ACSI attributed the improvement from its efforts to monitor customer feedback using Twitter and blogs.
The Man Behind the Tweets
Frank Eliason, Comcast’s director of digital care, was recently referred to as “the most famous customer service manager in the U.S.” by Business Week. It was Frank who developed the idea of using Twitter to interact with Comcast customers.
Earlier this year, Business Week reporter Rebecca Reisner followed Frank for a day to see how the use of Twitter and customer service intertwines. With a little humor and responses as simple as “Can I help?” Frank has been able to ease tensions and help customers across the country.
To read the complete Business Week article, click here.
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