Businesses around the world are trying to figure out how to leverage Twitter in their business. One way that has proven extremely successful is in customer service. Comcast paved the way in this area in 2008 by reaching out to customers on Twitter.
Since 2008, companies have been successfully using Twitter to offer another channel for customer support. TD Canada is no exception. There are number of things that TD Canada is doing very well, and other business should follow.
1. Manage Expectations
Social media is accessible 24/7 and customer problems don’t always happen during business hours. Customer may turn to recognized social channels looking for help. If your company isn’t there, and they expect you to be there, it could frustrate them. As you can see below, TD Canada made sure their customer know when to expect help through Twitter.
2. Humanize the Experience
I don’t know about you, but I always find it weird talking to a logo. Social media is about conversations and relationships. When was the last time you had a conversation with a logo in real life? Yeah, I know it’s weird. So then why isn’t it weird online? Don’t get me wrong, I think the company brand needs to be well represented. I believe TD Canada successfully represented their brand, while humanizing the experience for their customers. The image to the right is part of the background of their Twitter account. As you can see, each customer service representative has their name, photo and initials. The initials are used in tweets to indicate who is talking. What a great way to help people get past the weirdness of talking to a logo.
3. Invest in a Social Media Dashboard
Customers should be your company’s number one focus – both acquisition and retention. While you can use a variety of free tools or even individual social networks to manage your communications, investing in a dashboard that provides intelligence, alerts, schedules tasks, etc. will help ensure your most important commodity, customers, are kept happy. Whenever TD Canada replies or reaches out to individuals on Twitter, they are using a system called Radian6. The fact that TD Canada has invested in this tool demonstrates their commitment to staying connected to their customers.
These are just three of the reasons that TD Canada is rocking it on Twitter. How is your company using social media to improve customer service?