It’s easy to understand that customer service in social media, as in any other channel, is conceptually a good idea. Assigning a quantifiable ROI to it, however, is another story. That’s what Wayne Huang, a researcher at Twitter, decided to tackle with what began as a pet project to examine that “electrifying moment of happiness” when a brand responds to a customer on Twitter.
“The majority of people are not getting any responses from brands,” says Huang, which is something Twitter is trying to change. The goal of his research? “Prove out that customer service has actual value.” That value comes in the form of a significant increase in “willingness to pay” after a brand responds on Twitter – a willingness that persists even months later…
Twitter Researcher: Customers Will Pay More to Brands Who Respond to Tweets
