Twitter has replaced the customer call center. Just look at any airline’s Twitter feed.
Today, Twitter is making it easier for brands to initiate a direct message when private information is needed, say a record locator or a credit card number, with a new button within a tweet that directly opens a direct message. That makes it easier to keep track of the conversation and making the app easier to use to those not intimately familiar with the tabs.
Twitter said in a statement that handling customer’s problems through direct messages leads to increased brand loyalty and even sales. People who have their issues resolved through direct messages are willing to pay companies more in the future because of the convenience, according to research from social media managing tool Sparkcentral. Also, it’s always nice not have to pick up a phone and talk with a human.
Here’s what the new button looks like in action:
The button has been slowly rolling out in the wild, with Delta Air Lines, Alaska Airlines, Hyatt and Starbucks among the first to trial it.
Ideally this will cut down on people publicly tweeting their record locators, which is a privacy nightmare for airlines.
More in Marketing
The Disney-OpenAI deal and generative AI copyright concerns
This week’s Digiday Podcast delves into the copyright concerns and potential trademark issues surrounding brands’ use of generative AI tools, with Davis Wright Tremaine partner Rob Driscoll.
‘There’s tremendous opportunity’: NBA sponsorships lead on European expansion
David Brody, vp, global partner management group lead at the NBA, explains its pitch to sponsor brands and how expansion isn’t far off.
New partnerships, marketing fuel BNPL’s holiday surge
This holiday season, more brands deployed BNPL services with different payment options beyond the more familiar “pay-in-four” structure.