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Brands that respond to customer-service inquiries on Twitter benefit from doing so on several levels, according to a study the social network conducted along with Applied Marketing Science. Key findings of the study included: Customers who receive responses when they tweet businesses are willing to spend 3 percent to 20 percent more on average-priced items from those businesses in the future.
… The big knock against social marketing has been that it’s hard to prove bottom-line value. However, a new study by Twitter shows that engaging in positive customer service can actually increase the amount that customer spends. Twitter, along with Applied Marketing Science, examined customer relations between airlines and their passengers…