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Start Measuring Customer Satisfaction With Twitter Feedback by Sprout Social

Twitter has become the go-to channel for many people to connect with a business or service provider. They turn to Twitter because its public, real-time and conversational nature means that many brands are available and ready to help—or at least they should be. Research shows that providing exceptional customer service on Twitter impacts the bottom line and has the potential to lead to customer satisfaction ratings of over 90%.

Recognizing this enormous opportunity and the need to effectively quantify customer service efforts, Sprout worked closely with Twitter in 2016 to integrate Twitter Customer Feedback and provide early access to a select group of Sprout customers.

We’re excited to announce that Twitter Feedback and the Twitter Feedback Report are now broadly available in Sprout’s Enterprise plan. Starting today, Sprout users can enable and configure Twitter Feedback surveys from the new Customer Care Settings screen.

Monarch Twitter Feedback Report

Monarch’s Customer Satisfaction Scores Are Soaring

Through early access, a handful of Sprout customers—including Monarch, Evernote and Liverpool John Lennon Airport—have already been using Twitter Feedback to gather customer satisfaction ratings and direct feedback through a simple, automated Direct Message survey.

In the case of Monarch, the results speak for themselves. The airline boasts an average customer satisfaction rating on Twitter of 8.8 out of 10 which translates to a Net Promoter® Score of 50—this is an outstanding score in general and particularly impressive in the airline industry. What’s more, they’re seeing a 63% completion rate on these surveys compared to average response rates that rarely go above 20% when delivered through traditional channels like phone or email.

Now, we can really start to measure social care and benchmark Twitter against our other channels.

Naomi Bressan
Social Media and Content Executive

For Monarch, gathering this data is easy. At the conclusion of a service-related conversation, Monarch agents simply click the “Send Feedback Request” button from Sprout’s Twitter reply screen. The survey provides a structured way to gather valuable insights that have helped Naomi Bressan, Social Media & Content Executive at Monarch secure executive buy-in to invest in social as a prominent customer service channel. “The board is seeing statistics that they’ve never seen before. Sprout’s reports have completely changed our team leaders’ view of social,” said Bressan.

twitter monarch case study animation

For travelers communicating with Monarch on Twitter—whether they’re rushing through the airport or Tweeting from the comfort of their home—the experience is straight-forward and painless. A single question meets them in the same place where they just experienced a service interaction with Monarch—on Twitter—and allows them to provide direct feedback in the moment.

With Sprout’s Twitter Feedback Report, we’re able to quantify our customer service efforts on Twitter in a way that previously wasn’t possible.

Clare Rogerson
Digital Marketing Manager

The Power Is in the Data

To complement the survey workflow, the new Twitter Feedback Report aggregates all customer satisfaction ratings collected via Twitter Feedback survey responses and provides visibility into the individual scores and private comments as well as aggregate, trend and agent-level insights. For many businesses that already measure CSAT or NPS® ratings through other channels, bringing customer satisfaction data from Twitter interactions into the mix is a powerful augmentation.

Clare Rogerson, Digital Marketing Manager for Liverpool John Lennon Airport explains: “We’re big fans of Net Promoter®. It’s such a simple metric which provides a clear focus and direction, and it enables very quick understanding of how customers feel about their experience. With Sprout’s Twitter Feedback Report, we’re able to quantify our customer service efforts on Twitter in a way that previously wasn’t possible.”

To learn more about how your social customer service team can use Twitter Feedback to better quantify customer satisfaction on Twitter, contact your Sprout representative or email sales@sproutsocial.com.

This post Start Measuring Customer Satisfaction With Twitter Feedback by Sprout Social originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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