There’s an often quoted but hard to validate statistic, saying that 70% of all social media posts about companies and their products or services are actually customer service (or customer experience) failures. If that number is even remotely correct, then social media offers the double-edged sword of servicing customers where and when they wish to be served along with the consequences of public transparency.
Simply stated, companies can no longer hide customer generated product and service information from the public.
There are lots of downside risks to product and service transparency, some of which include:
- Customer Loyalty
The stakes are clearly high, so how does a company evaluate the tone of their social media posts, whether posted by them or posted by current, ex, or potential customers?
Simply go to TweetPsych.com and type in the Twitter account name that needs analyzing. The service comes back with a graph, metrics, and easy to understand explanations of the psychological focus of that account’s aggregated Tweets.For disclosure purposes, I have no affiliation with Home Depot
Based on this report, Home Depot tweets 193% more than average about Leisure topics on Twitter, 96% more than average about Social topics, and 86% more than average with a Positive sentiment.
Clearly, this simple tool does not do comparative analysis against other targeted or aggregated companies – the averages coming from the Twitterverse – but it does give a strong sense of a company’s aggregated image, which is actionable enough for marketing and customer service teams to work with.
Once you try this tool, please come back and let me know how you like it +/-.
As a sidebar, I wonder if company leaders will take hold of this opportunity and voluntarily publish – as a service differentiator – their customer service statistics on-line along side of product descriptions, prices, return policies, stock prices, and executive bios…..
Will anyone be brave enough to do this?© 2011 Mary Ann Markowicz