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Sprinklr and Twitter deliver the 2021 Customer Care Report
S prinklr , a Customer Experience Management ( CXM ) platform for modern enterprises , partnered with Twitter to publish the report , From AM to DM : Twitter customer care in a 24 / 7 world . Based on an analysis of nearly half a billion tweets from the past year , the report identifies the best practices shared across industries for customer support on Twitter .
Sprinklr found a 15 % increase in customer care inquiries on Twitter from March to June 2020 during the global coronavirus pandemic . Additionally , over 70 % of millennial Twitter users say they ’ ve used social media to comment on the quality of a company ’ s customer service . So what does it all mean ? A strong customer support strategy on Twitter is increasingly important for brands in every industry .
Key findings
The report analysed tweets from brands in 11 different industries to identify the top performing brands practicing customer support on Twitter .
To determine best practices , the analysis relied on a new , robust measure for the quality of customer support on Twitter : The Sprinklr Care Score . This is a system for scoring and ranking brands based on seven weighted indicators of Twitter care performance , including response rate and volume of brand replies .
2 . Respond quickly . Top brands respond 3x faster than other brands on Twitter . Airlines are most likely to deliver a swift response .
3 . Take ownership of mistakes . A total of 78 % of retail brands that excel at customer support take ownership of customer problems in order to build trust .
4 . Act human . Brands that excel at personalised customer support have 6x more followers than brands who are still developing their care practice .
5 . Use a separate handle for care . A total of 80 % of financial services companies that excel at customer care offer a dedicated support account on Twitter . Brands that list hours in their Twitter bios have a Sprinklr Care Score that is nearly 50 % higher than brands that don ’ t .
“ The conversations happening on Twitter are unlike anywhere else ,” said Joe Rice , Lead Product Solutions Sales Manager , Twitter . “ Brands have the opportunity to connect directly with their customers , but there ’ s no singular answer for how
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THIS REPORT
PAINTS A HELPFUL PICTURE OF INDUSTRY TRENDS AND BEST PRACTICES .
brands should execute customer care on Twitter . This report paints a helpful picture of industry trends and best practices . Whether your company has a sophisticated care strategy or is looking to get started , there ’ s something for everyone to learn from Sprinklr ’ s analysis .”
“ Millions of people come to Twitter every day to talk about what ’ s happening and to interact with brands . Making these customers happier starts with making Twitter customer support a priority ,” said Ragy Thomas , CEO & Founder , Sprinklr . “ Brands can use our analysis to understand what best practices in their specific industry build brand loyalty on Twitter . With these insights , brands can create and optimise a smart care strategy .” �
According to the report , the companies with high care scores demonstrate the following behaviours :
1 . Go beyond expectations . Top brands reply to 8x more tweets than typical brands on Twitter and receive 10x more mentions because customers know they will address their questions .
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