Study: Get personal with customer service on Twitter

The social media platform revealed that personalized online interactions can increase brand recommendations and diffuse negative situations. 

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The results of a recent Twitter survey found that when brands personalize their interactions—meaning the brand included the customer’s name and the customer service rep’s signature—77 percent of customers were likely to recommend the brand.

Twitter’s research manager, Meghan Elrhou, revealed that when those things weren’t included, 66 percent of respondents said they would be unlikely to recommend the brand.

“If brands are doing customer service right, they are actually able to help that consumer and turn them around,” Elrhoul told Marketing Land. “We’ve also seen that in some of our focus groups that consumers will, before they interact with a brand, go to a brand’s Twitter page to see how they are interacting with consumers.”

“They see that brands are doing it and doing it right, so they know they’ll get the response they are looking for,” Elrhoul said.

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