Bringing virtual customer service to the next level, Twitter aims to make it easier for retailers to turn negative Twitter rants around and deliver a positive online interaction for their customers.
Instantly! That’s how soon a customer is able to tell the world that they have been dissatisfied with a product and/or a retailer. When a customer is aggrieved, they have at their immediate disposal, the power of numerous social media platforms from which to tell the world exactly what they think.
Take Twitter for example. The social media platform has become known for being a space where people can air their concerns or complaints in 140 characters or less. A complaint about a product or retailer doesn’t have to be lengthy to have a negative impact on a brand. Those 140 characters can have a remarkable reach and negative feedback posted online can be viewed immediately and publicly. These tweets can spark debate and inter-customer conversation, which may very well have detrimental impact on a brand’s image depending on what action is taken to respond.
With the assistance of Twitter’s direct messaging feature, retailers already have the ability to switch the public complaint to a private conversation. Taking the discussion out of the public forum and allowing retailers to resolve the pending complaint discretely without risking further brand damage in the process.
In an effort to further assist retailers with the overall shopping experience being delivered to their online customers, Twitter have recently upgraded their direct messaging function to include a new location sharing software. The purpose of the upgrade is fairly straightforward. By giving retailers the option of asking the customer to share their location, retailers will be able to tailor their approach to a resolution and accordingly customise their responses based on where the customer lives.
If, for example, a customer has tweeted that their online purchase was delivered to them in a damaged state, retailers now have the option of asking the customer to engage that customer in a direct message and ask the customer to privately disclose their location. Once the customer has chosen to engage with the retailer they then have the option to share their precise location or pick a place-name from a provided list.
This new initiative will allow retailers to have a replacement product sourced from the nearest warehouse or retail outlet and sent directly to the customer at their most convenient location. Retailers will also have the option of direct customer’s to the nearest physical store where applicable. This development has the potential to make resolving customer complaints an intuitive process, reducing service delays and minimising the overall impact to customer.
Customers have worked out that by voicing their dissatisfactions on social media they can trigger a faster response from the business they are complaining about.
“Twitter has moved into the core part of platforms that businesses are using for customer care alongside phones, email, and web chat,” commented product manager Ian Cairns in discussions with VentureBeat. “It’s no longer about social marketing teams, but core customer care teams. Companies are running a serious business here and are looking for help in scaling it.”
This particular technology update is one among many that Twitter has planned to better assist retailers with their service offering via its platform. Direct messaging is area where Twitter competes head-on with Facebook Pages, where most customer queries are responded to via Facebook Messenger. Staying ahead of the game is imperative in the ever evolving world of E-commerce and retailers should be quick to adopt these new advances in technology that will give them a leg up on their competition.