People come to Twitter to follow and interact with their favorite brands. In fact, when consumers don’t get an answer from a company on Twitter, 81% don’t recommend that company to their friends*. This means your brand is losing when a customer's Tweet goes unanswered.
Brands can't afford to build a social media strategy without including tactics for replying to customers on Twitter. That's why we chatted with @classpass, a fitness membership, to share how they approach customer service replies.
Hi! My name is Cara Friedman, and I am the Director of Community at ClassPass. ClassPass is a monthly membership that gives you access to fitness classes in your city. The community team at ClassPass manages, you guessed it, the community members — both online and offline.
ClassPass is very active with replies on Twitter. What is your strategy for replying to customers on Twitter?
Twitter is a great vehicle for us to engage with our community in a fast and concise way. We respond to all Tweets sent our way, whether it’s a question, a customer service issue, a comment, a suggestion, or a milestone.
We’re also actively listening for conversations about ClassPass (whether as a mention or not) that we can join in on. We often find people mentioning ClassPass without including our handle, so we make it a point to respond to those Tweets as well.
How do you make sure customer needs are met?
Our goal for every interaction is to make sure we are answering the question people are asking. We don’t copy and paste replies or pull answers from an FAQ kit. We read every Tweet that comes in, and we do our best to provide the best answer.
Sometime’s it’s challenging to stay within the character limit, but it also helps us focus in on the question at hand and meet our customers' needs.