In Jay Baer’s recent post, 70% of Companies Ignore Customer Complaints on Twitter, he explains that there are two things preventing businesses from answering customer questions via their Twitter accounts: Fear and Resources.
Fear: Although companies would like to get more involved in directly answering their customers’ questions using Twitter, there is a heavy fear that conversations will turn negative. Rather than hashing out problems in their Twitter feeds, the easier and safer option is to simply ignore the complaints.
Another obvious worry that companies have is that if they answer customer questions on Twitter, then greater exposure will be given to the complaints. Baer respond saying, “Twitter doesn’t make people more upset, it makes them less upset (if you respond) – especially women 35+ who are disproportionately delighted to get a response on Twitter from a brand.” What’s more, according to new research from Maritz and Evolve24, 83% of the complaints that received a reply liked or loved the fact that the company responded. (See infographic below)
Resources: Twitter operates around the clock, seven days a week– nights and weekends not excluded. These times are not necessarily convenient for companies to monitor and reply to users. However, as Baer points out, “…your corporate convenience is not the prism through which you should be gazing upon social business.” The needs and desires of customers have changed and so businesses need to adapt.
Do you agree with Baer? Does your company frequently respond to users on Twitter?