Big Brands Struggle to Provide Customer Service over Twitter

By Tim Maytom

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Well known brands are struggling to respond to customer service demands over Twitter despite the increasing popularity of using the social network to contact businesses, with many companies taking well over six hours to reply to questions.

Insight agency BDRC Continental‘s mystery shopping service Twystery conducted a study into some of the UK’s top brands to see how immediate and helpful the responses on Twitter were.

Overall, Lloyds Bank was the best, scoring 78 out of 100, with NatWest, Morrisons, Barclays, Sainsbury’s and HSBC all also scoring over 75. Financial services and supermarkets scored the best overall, but when broken down by the three components used to form the overall score, there were significant differences.

Only five companies responded to every tweet – Waitrose, NatWest, Barclays, Asda and Morrisons, with BT and EE performing worst in terms of response rate, with 63 per cent and 73 per cent respectively.

Lloyds Bank and SW Trains performed best in terms of response time, averaging one hour five minutes, followed by Waitrose and Hilton with one hour 21 minutes. EE brought up the rear again, with an average response time of almost 20 hours, a full eight hours slower than the next company …read more

Source:: Mobile App News