Monday, February 29th, 2016 | 3 min read
What comes to mind when you think of Twitter? Social customer care? Live updates during big events? A reliable source for breaking news?
If you’re thinking along these lines, then you’re partially right—but there’s more to the story. Twitter’s capabilities, when used properly, can enable brands to connect with customers at every step of the customer journey, and ultimately provide them with better experiences.
Twitter offers robust paid advertising and targeting opportunities for marketers, a community of consumers who can interact with one another to learn about your brand, a platform for commerce, and lastly, a place where customer care can proceed to keep customers delighted and loyal.
Say an individual in your target audience (young women who enjoy the outdoors) sees a promoted tweet about your newest product: hiking boots. They check out your profile and are pleased with the rest of your products and your mission to enable people to get outside. They follow your Twitter handle and, a few days later, see your announcement of a sale.
This customer is intrigued. She starts to see what other customers have said about your products on Twitter, and even engages with someone who has already purchased products from you. The positive feedback, and subsequent targeted promotion, compels her to purchase the brand’s’ product, all driven by touch points within the platform.
When she receives her order a week later, it doesn’t fit quite right. She tweets at your brand asking what she should do, and a customer care rep responds minutes later, outlining the process for returning via mail, and promises that a new pair of boots will be shipped overnight.
You now have a loyal customer that will shop with you for years to come and recommend your products to her like-minded friends.
In 2006, Twitter redefined the pound sign (#effyea). Since then, it has evolved into a robust advertising platform, destination for breaking news, and now a key component of the customer experience journey.
1 Source: Twitter