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AS A TOOL TO ENHANCE CUSTOMER
SERVICE FOR BUSINESSES IN GERMANY
KEY FINDINGS
ONLINE QUESTIONNAIRE
Social Network
Instant Messenger
Lack of Knowledge
Redundancy
Small and Active Network
Engage in Conversations
Share Information
Great Potential
KEY FINDINGS
68%
32%
TWITTER‘S IMPORTANCE
KEY FINDINGS
25 %
50 %
75 %
100 %
E-mail SMSIM
TwitterSN(Very) Important
To some extent importantUnimportant or redundant
TWITTER‘S POTENTIAL
KEY FINDINGS
25 %
50 %
75 %
100 %
E-mail TwitterSMS
IMSN(Very) Important
Unimportant or redundant
FOLLOWING TWEETING COMPANIES
KEY FINDINGS
48%
29%
19%
5%
The tweets are helpful/informative/entertainingInteresting companyInteresting Twitter representativeOther interesting people are following this company as well
CUSTOMER SERVICE CHANNELS
KEY FINDINGS
25 % 50 % 75 % 100 %
Blog
Call
In StoreImpressedAverageThey tryNot convinced
RECOMMENDATIONS
• Interviews and Survey
• Business Tweeters‘ Experiences
• Customer Service and Twitter Experts‘Comments and Recommendations
• Own Findings and Insights
RECOMMENDATIONS
BASED ON…
RECOMMENDATIONS
FEED
DIALOGUE
DIALOGUE
DIALOGUE
DIALOGUE
BUSINESS
HELP
PROBLEM
HELP
PROBLEM
HELP
PROBLEM
Customer
TweeterCustomer Tweeter
Customer
Customer
Customer
Customer
Customer
Tweeter
TweeterTweeter
Tweeter
Customer
CustomerCustomer
Customer
Tweeter
Customer
Tweeter
Customer
Customer
Tweeter
DIALOGUE
Tweeter
TweeterCustomer
Customer
Customer
Tweeter
Customer
Customer
Tweeter
Customer
Tweeter
Customer
Customer
Customer
Customer
Tweeter
Tweeter
BCCS MODEL
RECOMMENDATIONS
TWITTER SUPPORT
DEVELOPMENTS
DEVELOPMENTS
TWITTER‘S GROWTH
5.000.000
10.000.000
15.000.000
20.000.000
May 08 August 08 November 08 February 09 May 09
TWITTER‘S IMPACT
DEVELOPMENTS
• Immediate News
• Immediate Feedback
• Immediate Connections
• Immediate Communication
DECISIONS
DEVELOPMENTS
CHANGE
DEVELOPMENTS
MARKETING
DEVELOPMENTS
MARKETING
DEVELOPMENTS
DEVELOPMENTS
INTERVIEWEES
DEVELOPMENTS
INTERVIEWEES
CUSTOMER SERVICE
• No Great Changes at Interviewees
• Many Companies Still Missing
• Yet More Appeared
CUSTOMER SERVICE
SLOWLY (BUT SURELY?)
CRITICAL PROCESS REVIEW
• 5 In-depth Interviews
• 118 Online Questionnaires
• On- and Offline Desk Research
CRITICAL PROCESS REVIEW
THE RESEARCH
CRITICAL PROCESS REVIEW
THE RESEARCH
+
Specific Sample Group
Detailed Insights
≠
Larger Sample Size
Different Interview Methods
Sophisticated Survey Design
CRITICAL PROCESS REVIEW
LEARNING ACCOMPLISHMENTS
+
Prioritize & Evaluate
Organize & Schedule Workload
Maintain High Level of Activity
Working on an Academic Level
≠
Refine Research Methods
Prepare (Survey) Thoroughly
THANK YOU.
