How to use Twitter to measure customer satisfaction

21 July 2017 by Anita Matthews

Measure customer satisfaction using Twitter

Tracking and measuring customer feedback has always been important for any business – it’s a leading indicator of customer retention and provides valuable data for learning and continuous improvement. This is no different for social media channels.

  • 80% of inbound customer service requests happen on Twitter
  • Social customer service cost resolution is typically 1/6th the cost of a call centre interaction

According to Twitter, users with a higher satisfaction are also willing to pay more and to recommend that brand. So it makes sense to know what your customers think.

Before the era of social media most feedback was collected via emailed surveys.  These often delivered poor completion rates and made it complex to benchmark satisfaction across different channels. The explosion in the use of social media as a customer contact channel means Twitter has become one of the main destinations for social customer service. It is now more important than ever for businesses to measure and analyse customer satisfaction via social media, and get insights on how to improve service.

Here are a few more reasons to use social media to measure customer satisfaction…

Instant responses

After a social media interaction, an agent can issue the survey right away. This improves response times and increases score accuracy, as the interaction is still fresh in the customers mind and they are able to better remember the details of what made their experience good or bad.

Avoids channel shifting

Using Twitter to manage customer surveys ensures the interaction stays in the channel originally chosen by the customer as their preferred contact mechanism.  It closes the interaction loop and makes it quick and easy for them to respond instantly, especially if they are using a mobile device.

Enables channel comparison

Collecting feedback on social customer service interactions in a standard format, enables a comparison with satisfaction levels on other channels and highlights any common issues or areas of divergence.  This enables social customer care teams to learn and make improvements and to demonstrate the value of the service they deliver.

Measuring customer satisfaction on social media

A quick and easy way to find out what customers think is to use Twitter Customer Feedback functionality to enable people to privately share their opinions after a service interaction.

The customer is asked a single question and simply selects the most relevant response based on their experience. This simplicity often means that completion results are much higher than with more traditional email or phone based surveys.

Sentiment customers using Twitter Customer Feedback typically see completion rates of 45-50%, compared to more traditional customer survey formats which often generate response rates of less than 2%.

Twitter Customer Feedback provides an easy way to collect in-the-moment feedback and delivers an effective and structured way to measure satisfaction with social customer service.  Twitter provides two industry standard formats; NPS (Net Promoter Score) and CSAT (Customer Satisfaction). 

NPS or CSAT?

NPS (Net Promoter Score) focuses on customers willingness to recommend a product or service to someone else. It can be useful as a measure of how likely a customer is to repeat buy, or help identify those who are considering leaving.  Responses are generally categorised into 3 groups:

  • Detractors – usually those with a score of 0-6. They are more likely to discourage others from using the product or service.
  • Passives – usually those with a score of 7 or 8. They usually won’t actively recommend your brand or product.
  • Promoters – usually those with a score of 9 or 10. They are likely to actively make a recommendation to others.

As NPS is designed to measure long-term happiness or loyalty, you’ll want to survey customers regularly to see the overall trend.

CSAT (Customer Satisfaction) asks the customer about satisfaction with their most recent interaction. It asks the customer to give a rating on a scale of 0-5 and is essentially a quick thumbs up, or thumbs down.  Twitter provides a selection of questions to choose from, usually designed to measure short-term happiness such as ‘How would you rate your overall experience with XYZ?’ or ‘How would you rate the speed of service from XYZ?’.

Easily integrate post interaction surveys to your social workflow

Easily score customer opinion following a conversation and build up a picture of your customer satisfaction levels.

Both Twitter CSAT and NPS can easily be integrated to your social customer service workflow using the Sentiment platform. All survey responses are stored and categorised for reporting and analytics.

Post interaction Twitter customer survey

See it in action! Twitter CSAT or NPS is already available through the Sentiment platform, so you can start learning how customers rate your social customer service and looking at social customer service optimisation. Request a demo to find out more.

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Tags: Integrated social customer service, Twitter customer service, customer satisfaction

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