Twitter has become the critical tool for brands. According to Simply Measured, “95% of the world’s top brands use Twitter”. Customers know this, and now expect brands to engage with them on the network, not just broadcasting advertising bumph. For some brands, this has meant creating a specialist handle for customer queries.
Simply Measured have conducted some analysis, and say that 23% of top brands now have “dedicated customer service handles”. However, only 15% of brands have dedicated customer service handles tweeting 10 or more times a day, indicating that perhaps people still go to the main corporate account to lodge their complaint. This is a problem for brands, who use dedicated handles so that they can deal with complaints without tarnishing the overall messaging.