A recent global study has revealed that companies are failing to meet consumer expectations on Twitter. The study found 86 per cent of Twitter users would like to hear back from companies they communicate with via the social-media platform, but only 29 per cent of companies responded to grievances that were aired publicly online.
The research, conducted by US-based marketing research firms Maritz Research and evolve24, found that the older the user, the more they expect to hear back from the company. Of Twitter users aged 18-24, 38 per cent expected a response, while more than 64 per cent of 55-and-overs would like the companies to get in touch.
In an interesting response, 63 per cent of users said they would hate or not like it” if the company contacted them about something other than their complaint.
Businesses cannot effectively compete without being tuned in to social media to improve the customer experience,” says Anthony Sardella, senior vice president and managing director at evolve24. But they must get the messaging right. The best brand marketing provides responsive customer service, and does not use a customer experience event as an opportunity to sell something.”
