A new study from TOA Technologies reveals that more than one million people view tweets related to customer service every week and that more than 80% of those tweets are of a critical or negative nature.
It’s no surprise that people who have a negative customer service experience are more likely to tweet about it than those who have a positive or neutral one, but the sheer number of negative tweets is pretty daunting to anyone who is currently involved in Twitter customer service.
However, it also offers an opportunity. The study suggests that customers who have a negative customer service experience and who tweet about it have a broad impact on brand perception now than ever before. But that means that companies who are willing to engage these customers via Twitter – by asking them what they could do better next time, addressing their complaints, and offering refunds or coupons for a subsequent service – have the chance to turn these vocal customers into positive brand ambassadors.