Attensity Blog

  • The Perils and Pitfalls of using Social Media for Customer Service

    twitter bird blue on white2 150x150 The Perils and Pitfalls of using Social Media for Customer Service There has been a lot of talk lately about Twitter and where they are going with their ecosystem. As one of the leading providers of Social CRM software, Attensity has had a lot of experience with Twitter, Facebook, Google+ and other social channels, especially as they relate to the needs of large enterprises. This is the first in a series of short educational blog posts on the perils and pitfalls of using social media for customer service, based on our first-hand experiences.

    One of the most interesting things we (and our customers) discovered about Twitter is that, contrary to popular opinion, you can’t tweet all day long on Twitter. In order to help combat spam and illegal behavior, Twitter has imposed various limits on the number of tweets one handle can send, the number of DMs that can be sent, as well as restrictions on actions like following and unfollowing. (Twitter might change these limitations any time – potentially giving enterprise customers a bit more wiggle room).

    Surprisingly, even if you go through the trouble of having your handle whitelisted by Twitter, you are still subject to most of those limits.

    This means that companies who want to use a single handle for their brand or product end up having to use several twitter handles to deal with these limitations (like ProductSupport, ProductSupport1 … ProductSupport10).

    In the past, customer care agents had to manually select which handle to use for a response, based on an estimate of when those limits might be reached. This, of course, was time consuming and error-prone, since agents had to take into account DMs (a user might follow ProductSupport, but not ProductSupport1) and protected accounts.

    This is why Attensity Respond allows for load-balancing across a list of registered handles and can also make sure you always have enough capacity on your main handle to make general announcements or communicate with protected twitter accounts that are following the main handle only.

    Attensity Respond will switch out Twitter handles dynamically. It knows about rate limits and will warn you if those limits are about to be reached.

    Respond then even allows you to start a conversation on one Twitter handle and carry the conversation over to other handles or even across channels such as email. Throughout the hand-off process, Respond facilitates merging of Customer profiles, so that everything is tracked in a single ticket for a consistent customer response history. On top of that, Respond can route all those messages to the same agent that handled the last response.

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