What bird makes no sound? Twitter. That’s right – the iconic blue bird that represents one of the fastest growing social media channels on the planet seemingly has no real “tweet” – or voice of its own. Twitter management made the choice to type customer service responses (in 140 characters or less) but I believe they need a real chirp to enrich their Twitter-for-business customer service experience. Here’s why.
We educated one of our nationally recognized nonprofit clients on the merits of launching a Twitter site in conjunction with a major expansion for their business. In researching potential user names and “listening” to what tweeters were saying already, we found an unofficial Twitter feed that had already grown to more than 1,200 followers – and yet no posts were made in almost a year. In order to rectify the issue, and try to salvage the followers – who might think the client was asleep at the wheel – we visited Twitter Help and filed a customer service request. The following debacle occurred:
- We were told within four hours of posting the initial request that the case had been solved. We received no information to that effect, and filed the request again.
- We received notice that Twitter was researching the matter four hours later, but received no update on their research for 72 hours.
- After three days, Twitter offered two options (one to reset the password and the other to transfer the username, but not access to the account – which was not possible since we didn’t know who had set it up). We followed those directions and were told the rogue site did not exist – when in fact it still does. Yep. That’s right. Chirp on that for a few minutes.
- We determined a work-around, met with the client, and are working the new plan.
With more than 105 million registered users, the peeps at Twitter, Inc., are busy folks. As marketers we get that growing the scale of their organization is important. Unfortunately, I think they’ve committed a big marketing “no, no” – they have focused on what Twitter wants to say rather than on the customer experience and what they want to hear.
The bird needs to make customer service music in the ears of its business customers to sustain its channel for long term growth and become a part of the sustainable integrated marketing mix. Our experience with Twitter customer service gets a giant #FAIL.