introducing twitter as a tool to enhance customer service for businesses in germany

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 %

Twitter

Blog

Call

E-mail

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.