Gartner’s Jenny Sussin posted an article on LinkedIn last week regarding the impact of Twitter’s change in DM (direct message) character-limit policy (essentially, there is no longer a limit.) This is a huge change, and one you need to consider.
Twitter as a customer care channel is well-established, though the fact is that most posts directly to brand handles still go unanswered. Combine that with added fact that almost three-quarters of consumers who post a complaint or specific request expect a reply within an hour (and about a third will only give you 30 minutes) and you see where this is heading: Twitter, hand-held, everywhere, and asynchronous is poised to take over as a primary initiation channel for customer engagement. The switch in DM policy, simply put, means that your customers can let you know they need something, and you can now use DMs to address it in one or maybe two exchanges.
There are significant process and policy considerations that grow out of this change:
So, what should you do?
Twitter’s change in DM policy is significant indeed: start now to ramp your social customer team in both effectiveness (SLA governed responses, measured productivity, etc.) and solution accuracy (getting the correct to the customer the first time.) Add Lithium Social Wed’s “Experts” tools: Scalable, Expert Guidance,” and “Social Response Certification” to your engagement platform. Not only will you accelerate your shift toward lower-cost, higher scale channels (can you spell R-O-I?) but you’ll also drive improvement in NPS/CSAT that will ensure that your social recommendations grow over time. It’s all about winning in a connected world, and Twitter and Lithium just gave you great new tools to do it.
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