Twitter Social Customer Service

Using Twitter’s Direct Messaging Deep Link to Deliver Better Social Customer Service

March 9, 2016
Posted by: Matthew Hammer, VP- Marketing

Twitter has emerged as a vital customer service platform. With the recent advent of Twitter’s new Direct Messaging Deep Link, brands can more easily deliver social customer service that delights their customers.

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33% of Twitter users surveyed prefer handling their customer service issues in social media

Customers are increasingly drawn to the convenience and speed of dealing with issues online. They’re rejecting the convoluted phone menus and call center hold music that they encounter when calling customer service. In fact, from 2013 to 2015, Twitter logged a 2.5X increase in the number of tweets directed at brands.
Companies are also embracing social customer service, partially because service issues can be resolved more inexpensively through social channels. Twitter estimates that handling a typical customer care issue on social media can be done at 1/6 the cost of a call center interaction, and 33% of users surveyed prefer it.
Twitter has improved the way brands can manage their social customer service with the addition of the simpler integrated Direct Messaging. Customers can now speak with brands privately via Direct Message with one click from the standard dialogue interface. It’s a simple addition to the platform’s dialogue capabilities, but can vastly alter customer service performance. Order details and personally identifiable information can be passed confidentially to enable in situ case resolutions that can save time and manpower and lower costs.
What is Direct Messaging Deep Link?
The new “Direct Message Deep Link” allows brands to type a reply tweet to a customer and include a single-click button for the customer to seamlessly send a private message back to the brand. This works for only brands that opt to receive Direct Messages automatically from their customers. Initialization of this feature requires a change to the brand’s settings screen and when replying, including a link that invites the customer to interact privately.
An example of a Direct Message Deep Link

An example of a Direct Message Deep Link

There are advantages to using DM Deep Links, but it’s important to keep the following considerations in mind:

  • Private dialogue isn’t always optimal
  • You must change your account’s Twitter settings
  • Execution can be tricky
  • Escalation and follow-up are key

For more information on how to make Twitter’s Direct Message Deep Link work for your brand’s social customer service, read our white paper Twitter Customer Service + DM Deep Linking.