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2 Twystery®
In 140 characters…
Tim Barber @Tim__Barber . now
We used mystery shopping to benchmark how brands use
Twitter to respond to consumer queries
c.400 brands
c.10,000 tweets
What happened…?
3 Twystery®
What we did
Scoring
9,875 tweets
395 brands
32 market sectors
Identical tweets
within sector 25 per brand
1
%
2
Speed
3
Quality
5 Twystery®
Why did we do it?
Source: Eptica US Retail Multichannel study
75% of consumers want a response
within 2 hours on Twitter
Source: BT, Avaya
70% of consumers expect a response on
social media within 15 minutes
Source: Conversocial
27% of customer now expect a
response in under 30 minutes
Source: Conversocial
30% of customers expect ‘first contact’
resolution from the social team
48% of clients said Twitter was the
platform which they received the highest
volume increase in customer service
enquiries within the last 12 months
Source: Conversocial
64% expect to receive real-time
assistance regardless of the customer
service channel they use
Source: Social Customer
6 Twystery®
Why did we do it?
Source: The Institute of Customer Service
“In a climate of rising customer expectations, especially around speed and
convenience, organisations’ ability to deal efficiently with problems and
complaints is a key differentiator between high and low performance.….
6% of all complaint escalations came through social media.“
10 Twystery®
Overall Score: All sectors
68 66
64 62
61 56 56
53 53
48 48
47 45 45
44 44 44
43 43
42 41 41
38 37
36 35
34 34
30 29
26 13
BanksCredit Cards
RailRetail - DIY
AirlinesInsurance
Utilities - EnergyGambling
Retail - Department StoreMobile Networks
High Street RetailersFerries
Grocery - SupermarketsHotels
Courier and DeliverySports - Gyms
Holiday CompaniesRestaurant - Sit-down
Sharing Economy - Holiday RentalOTAs
TV PlatformsAirports
Car RentalCruise Lines
Restaurant - Fast food/TakeawayElectronics - Mobile & Computers
Sports EquipmentRetail - Clothing
Electronics - PhotographyElectronics - Audio Equipment
Online PaymentGrocery - Convenience
11 Twystery®
Overall Score - Top 10 sectors
68
66
64
62
61
56
56
53
53
48
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
Rail
Banks
Credit Cards
Retail - DIY
Insurance
Airlines
Utilities - Energy
Retail – Department Store
Gambling
Mobile Networks
12 Twystery®
What we found – some highs and lows
Response rate
Fastest
Speed Quality
Banks (95%)
Credit Cards (94%)
Convenience stores (24%)
01 25
hrs mins Airlines (91%)
Rail
20 32
hrs mins
Car Rental
Companies
08 58
hrs mins
Slowest
Department Stores (74%)
Utility Companies (72%)
Supermarkets (70%)
Courier &
Delivery
(56%)
Mobile &
Computer
(56%)
Fastest
Average
Slowest
Best
Worst
13 Twystery®
Brand Response rate (%)
Average response time
(hh:mm) Quality score
1 Nationwide (Credit Cards) 100 00:06 76
2 Aviva 100 00:51 86
3 Great Western Railway 100 00:18 74
4 Co-op Bank (Credit Cards) 96 01:26 84
5 First Direct (Insurance) 100 01:35 76
6 First Direct (Banks) 100 00:15 73
7 HSBC 100 00:13 68
8 Heathrow Airport 92 00:06 78
9 M&S Bank 100 00:08 66
10 First Direct (Credit Cards) 96 04:15 79
Brand league table
14 Twystery®
Overall Score: Rail
85
80
79
75
74
74
73
73
72
69
68
64
64
62
61
57
55
49
41
39
27
Great Western Railway
Heathrow Express
East Midland Trains
Scotrail
Northern Rail
c2c
Southeastern
Greater Anglia
Virgin Trains East Coast
Crosscountry
Eurostar
Virgin Trains
Great Northern
Arriva Trains Wales
First TransPennine Express
Thameslink
London Midland
South West Trains
Southern
Chiltern Railways
Merseyrail
15 Twystery®
Overall Score: All sectors
68 66
64 62
61 56 56
53 53
48 48
47 45 45
44 44 44
43 43
42 41 41
38 37
36 35
34 34
30 29
26 13
BanksCredit Cards
RailRetail - DIY
AirlinesInsurance
Utilities - EnergyGambling
Retail - Department StoreMobile Networks
High Street RetailersFerries
Grocery - SupermarketsHotels
Courier and DeliverySports - Gyms
Holiday CompaniesRestaurant - Sit-down
Sharing Economy - Holiday RentalOTAs
TV PlatformsAirports
Car RentalCruise Lines
Restaurant - Fast food/TakeawayElectronics - Mobile & Computers
Sports EquipmentRetail - Clothing
Electronics - PhotographyElectronics - Audio Equipment
Online PaymentGrocery - Convenience
16 Twystery®
Overall Score: All sectors
68 66
64 62
61 56 56
53 53
48 48
47 45 45
44 44 44
43 43
42 41 41
38 37
36 35
34 34
30 29
26 13
BanksCredit Cards
RailRetail - DIY
AirlinesInsurance
Utilities - EnergyGambling
Retail - Department StoreMobile Networks
High Street RetailersFerries
Grocery - SupermarketsHotels
Courier and DeliverySports - Gyms
Holiday CompaniesRestaurant - Sit-down
Sharing Economy - Holiday RentalOTAs
TV PlatformsAirports
Car RentalCruise Lines
Restaurant - Fast food/TakeawayElectronics - Mobile & Computers
Sports EquipmentRetail - Clothing
Electronics - PhotographyElectronics - Audio Equipment
Online PaymentGrocery - Convenience
17 Twystery®
Overall Score: TV platforms / services
58
56
52
49
45
44
42
25
Virgin Media
YouView
Freesat
BT TV
Sky
Amazon Video
TalkTalk TV
Freeview
Netflix 0 (they didn’t respond to any of the tweets sent to them)
18 Twystery®
5 Simple Rules for Tweeting Your Customer
Rule 1: Always respond
Rule 2: Put some effort
into it
Rule 3: Get the tone right Thank
you, bye :)
Rule 4: Mind your manners
Rule 5: Answer the
question
You can bring e-cigarettes on board, but I'm afraid you can’t use them
19 Twystery®
Worst Tweet Responses: Examples
Do you guys have an app for windows 10?
our fully responsive website should just work totally
fine for you !
0
Quality Score (%)
Is there any surcharge for AMEX?
We accept MasterCard, Visa, American Express,
Diners Club, Discover credit cards,
Visa Electron, and PayPal.
26