Twystery - insights from mystery shopping brands on Twitter

Presentation to the MRG 27th September 2016

@Tim_ _Barber

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In 140 characters…

Tim Barber @Tim__Barber . now

We used mystery shopping to benchmark how brands use

Twitter to respond to consumer queries

c.400 brands

c.10,000 tweets

What happened…?

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What we did

Scoring

9,875 tweets

395 brands

32 market sectors

Identical tweets

within sector 25 per brand

1

%

2

Speed

3

Quality

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Why did we do it?

Source: Eptica US Retail Multichannel study

75% of consumers want a response

within 2 hours on Twitter

Source: BT, Avaya

70% of consumers expect a response on

social media within 15 minutes

Source: Conversocial

27% of customer now expect a

response in under 30 minutes


30% of customers expect ‘first contact’

resolution from the social team

48% of clients said Twitter was the

platform which they received the highest

volume increase in customer service

enquiries within the last 12 months


64% expect to receive real-time

assistance regardless of the customer

service channel they use

Source: Social Customer

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Why did we do it?

Source: The Institute of Customer Service

“In a climate of rising customer expectations, especially around speed and

convenience, organisations’ ability to deal efficiently with problems and

complaints is a key differentiator between high and low performance.….

6% of all complaint escalations came through social media.“

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Brands’ normal use of Social Media

B2Cs

Standard customer service

C2B2C

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C2B B2C B2Cs

Twitter: customer service + broadcasting

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What we found – 5 topline facts…

6

1/10

9

<1min

77%

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Overall Score: All sectors

68 66

64 62

61 56 56

53 53

48 48

47 45 45

44 44 44

43 43

42 41 41

38 37

36 35

34 34

30 29

26 13

BanksCredit Cards

RailRetail - DIY

AirlinesInsurance

Utilities - EnergyGambling

Retail - Department StoreMobile Networks

High Street RetailersFerries

Grocery - SupermarketsHotels

Courier and DeliverySports - Gyms

Holiday CompaniesRestaurant - Sit-down

Sharing Economy - Holiday RentalOTAs

TV PlatformsAirports

Car RentalCruise Lines

Restaurant - Fast food/TakeawayElectronics - Mobile & Computers

Sports EquipmentRetail - Clothing

Electronics - PhotographyElectronics - Audio Equipment

Online PaymentGrocery - Convenience

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Overall Score - Top 10 sectors

68

66

64

62

61

56

56

53

53

48

1st

2nd

3rd

4th

5th

6th

7th

8th

9th

10th

Rail

Banks

Credit Cards

Retail - DIY

Insurance

Airlines

Utilities - Energy

Retail – Department Store

Gambling

Mobile Networks

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What we found – some highs and lows

Response rate

Fastest

Speed Quality

Banks (95%)

Credit Cards (94%)

Convenience stores (24%)

01 25

hrs mins Airlines (91%)

Rail

20 32

hrs mins

Car Rental

Companies

08 58

hrs mins

Slowest

Department Stores (74%)

Utility Companies (72%)

Supermarkets (70%)

Courier &

Delivery

(56%)

Mobile &

Computer

(56%)

Fastest

Average

Slowest

Best

Worst

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Brand Response rate (%)

Average response time

(hh:mm) Quality score

1 Nationwide (Credit Cards) 100 00:06 76

2 Aviva 100 00:51 86

3 Great Western Railway 100 00:18 74

4 Co-op Bank (Credit Cards) 96 01:26 84

5 First Direct (Insurance) 100 01:35 76

6 First Direct (Banks) 100 00:15 73

7 HSBC 100 00:13 68

8 Heathrow Airport 92 00:06 78

9 M&S Bank 100 00:08 66

10 First Direct (Credit Cards) 96 04:15 79

Brand league table

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Overall Score: Rail

85

80

79

75

74

74

73

73

72

69

68

64

64

62

61

57

55

49

41

39

27

Great Western Railway

Heathrow Express

East Midland Trains

Scotrail

Northern Rail

c2c

Southeastern

Greater Anglia

Virgin Trains East Coast

Crosscountry

Eurostar

Virgin Trains

Great Northern

Arriva Trains Wales

First TransPennine Express

Thameslink

London Midland

South West Trains

Southern

Chiltern Railways

Merseyrail

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68 66

64 62

61 56 56

53 53

48 48

47 45 45

44 44 44

43 43

42 41 41

38 37

36 35

34 34

30 29

26 13

BanksCredit Cards

RailRetail - DIY

AirlinesInsurance














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68 66

64 62

61 56 56

53 53

48 48

47 45 45

44 44 44

43 43

42 41 41

38 37

36 35

34 34

30 29

26 13

BanksCredit Cards

RailRetail - DIY

AirlinesInsurance














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Overall Score: TV platforms / services

58

56

52

49

45

44

42

25

Virgin Media

YouView

Freesat

BT TV

Sky

Amazon Video

TalkTalk TV

Freeview

Netflix 0 (they didn’t respond to any of the tweets sent to them)

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5 Simple Rules for Tweeting Your Customer

Rule 1: Always respond

Rule 2: Put some effort

into it

Rule 3: Get the tone right Thank

you, bye :)

Rule 4: Mind your manners

Rule 5: Answer the

question

You can bring e-cigarettes on board, but I'm afraid you can’t use them

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Worst Tweet Responses: Examples

Do you guys have an app for windows 10?

our fully responsive website should just work totally

fine for you !

0

Quality Score (%)

Is there any surcharge for AMEX?

We accept MasterCard, Visa, American Express,

Diners Club, Discover credit cards,

Visa Electron, and PayPal.

26

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Presentation to the MRG 27th September 2016

@Tim_ _Barber

Data & Analytics

Twystery - insights from mystery shopping brands on Twitter