通过Twitter抱怨？不期待太多。

Yes, that's me -- steaming over the leaks from my brand-new roof installed by a name-brand, big-box home improvement center. It's bad enough that the roof leaked when it hadn't before. And, it was made even less palatable to deal with when one of the leaks was over我的side of the bed.

Repeated telephone calls to the sales person, the sales manager, the客户服务manager, the regional manager, and the divisional manager all resulted in a total lack of response. For. Five. Months.

Twitter投诉

So, what did I do? I went toTwitter并开始询问@bigboxcares为什么我的屋顶不是在一个地方泄漏 - 而是几个。而且，随着特百惠碗乱扔我的房子，从新安装的屋顶上流了一英寸的水，几个twitpics分享了我的烦恼。

Their tweeted response after my five moderately snarky tweets? "Please send an email to the @BigBoxCares customer service team with the name of the store that you purchased the roof, the installation date, and a complete history of the entire communication process. Oh, and by the way, please stop tweeting about your customer service concern because, you know, we care."

My tale of woe and subsequent turn toTwitteras recourse is not uncommon in today's highly socialized world of customer service.According to customer experience research companyMaritz Research, nearly half of consumers who tweeted a complaint directed toward a brand expected the company to respond—or at least to read their tweet. However, only a third of those consumers received a tweeted response from the mentioned brand. I was lucky, I guess, if that is considered the norm that they bothered to answer.

Most people expect a response to their complaints.And because many consumers areusing Twitter为了谈论他们与品牌的经历，他们不时分享他们的不满。随着越来越多的品牌加入Twitter，消费者对与品牌互动的期望已经上升。Maritz的研究表明，有86％的Twitter抱怨者希望或喜欢听到公司的投诉。bob全站app

Expectations of Twitter Complainers

Here is achart from eMarketershowing the age of the folks expecting a response from the brand they've tweeted. As you can see, the younger you are, the lower your expectations. I fall within the >50% population that expects a response.

营销要点

Many brands areresponding to tweets and mentionsin order to maintain their reputations and sustain important customer relationships. Are you one of them? What are you doing to monitor your Twitter and other social media accounts to respond to and proactively prevent customer complaints?

Smart marketers understand the importance and impact of good customer service -- especially online customer service -- and how it can affect brand perception.Spend time monitoring your social media presenceand reacting to both positive and negative mentions of your brand. Your prospects and customers will thank you.

你相信consumers view brands that respond via Twitter positively?