Step 1: Check If It’s New
A study by McKinsey & Company found that in today’s world, when it comes to customer experience, good is no longer good enough:
Average customer experience performance has been worth about 5 – 10 percent less in terms of key measures like ‘likelihood to remain/renew’, ‘to buy another product’ and ‘to recommend’ for companies each year in industries we have analyzed. At the same time, however, improving customer experience from average to ‘wow’ is worth 30-50 percent more in those same industries.
This was visualized brilliantly in Gary Vaynerchuk’s Slideshare on community management:
Providing a unique, personal experience for as many customers as you can help you increase your ‘wow’ factor and in-turn keep your customers loyal and increase opportunities for positive word of mouth.
We’re not all in a position where we get hundreds or thousands of mentions each day. That doesn’t mean that people aren’t out there talking about your brand – or topics related to your brand.
Thankfully Twitter has amazing Advanced Search functionality that can help you keep an eye out for relevant Tweets.
Whether you want to find your next customers, keep tabs on brand keywords or measure the happiness of your current customers, Advanced Search is what you need.
Advanced Search allows you to keep tabs on a whole array of things. A few specific searches it may be good to take a look at include:
When you’re looking at keywords and phrases to query here, think about how people talk to each other. Tweets tend to be a lot more conversational that Google search terms.
If you’d like to regularly keep an eye on certain words or phrases, a saved search could be an amazing way to do this (and save you from manually searching all the time).
Twitter allows you to save up to 25 searches per account. To save a search, click More options at the top of your results page and then click Save this search.
Here’s an example of a saved search I have for the Buffer blog:
P.S. For a full list of Twitter Advanced Search hacks and trick, check out our Superhuman Guide to Twitter search.
Oftentimes, people on Twitter aren’t necessarily looking to make a purchase, but instead, to solve a problem. It could be a great approach to be more conversational that jumping right in for the sale at the first Tweet. To help with this I always try to visualize Twitter conversations as if they were happening in a coffee shop and ask ‘how would I approach this in person.’
Research tells us that 42% of consumers expect a 60 minute response time on social media. Where possible, try to get back to people who mention you as soon as you can. This can make such a huge difference to customer happiness.
People like to connect with other people. Try to fit in some personality to your replies where you can, this a great way to bring business accounts to life and truly connect with the customer. Sometimes it can be as simple as signing off with your name or initials.
It feels great to go the extra mile for a customer and Twitter provides the perfect platform to do this. A simple “How is everything?” Tweet is an amazing way to show you can and ensure the customer’s issue is truly sorted.
I’d love to hear your thoughts on this topic! What do you feel is the biggest mistake most of us make on Twitter? How often do you respond to your mentions? Any tips on handling replies?
Super excited to hear your thoughts below in the comments.