The days when B2B companies picking up the phone or answering emails was good enough are long over. Now, customers take to Twitter even before they call you. They’re tweeting about how terrible your hold music is even as they’re waiting, ripping apart the scripts your agents use even as they’re working on solving their problem and publicly pushing you to deliver a quick fix for a bug they spotted minutes ago. And things are only going to get worse if your B2B company isn’t on Twitter.
When you’re small, having a single touchpoint is definitely enough, but it’s inefficient as you grow your business. Your support queries mix with your branding efforts and often enough, your customers are going to misinterpret your premeditated marketing messages as callous indifference to their problems. So, when you expand into multiple products and reach global markets, you need an entirely different strategy to deal with customers on Twitter (just like you might have an overall strategy for customer support as your company expands).
B2B Startups Need One Twitter Touchpoint To Rule Them All
If you’ve just started out and your business has just a few thousand customers, no matter how spread out they are across the world, a single Twitter account would serve both the purposes of communicating with your customers and marketing your brand.
For example, Freshdesk, a leading customer support solution, was down recently because of a denial of service attack. The company immediately got on to Twitter to appease customers complaining about the down time, because that’s where their users went to first. Freshdesk used Twitter as an announcement channel before they could get a blog post ready with more details and told their customers that they were working to fix things.
Twitter provides companies the opportunity to engage with customers and answer questions coming in from different locations. B2B companies striving to provide exceptional customer service have no excuse to be absent from Twitter in 2014.
When you’re small, it doesn’t make sense to have a dedicated support agent looking at your lonely notifications feed on Twitter. You’re probably going to get only a couple of customer questions spread throughout the day. Setting up Twitter to send you email alerts when something comes up on Twitter will do. You’ll know that there’s something bubbling up out there while you’re working on building a great product.
The staff at Buffer also make it a point to wow their customers when they least expect it. They consistently engage with almost every tweet they receive, and keep users informed every minute when there’s trouble. They use Twitter as a medium to deliver exceptional service as the whole world watches, and earn fans along the way for their transparency.
Dedicated Support on Twitter Is the Best Bet for Big B2B Companies
If you’re growing like crazy (by the millions every month), and if your customer base is primarily young and tech-savvy – quick to get on to Twitter even before looking up your phone number or support email address – you probably need a dedicated support presence on Twitter to deal with the sheer volume of queries you may be getting.
Twitter works well in helping distribute critical information to some of your most vocal customers.
Spread Out Support Presence Across Regions and Products for Global B2Bs
For a company like Dell that has millions of customers all over the world, a distributed support strategy works pretty well. From executives to dedicated teams, it’s not uncommon to see Dell’s distributed Twitter accounts responding almost instantaneously to consumers who are seeking information about their devices and tweeting about their PC problems. Dell scores in this regard by decentralizing their social media channels, and having a considerable number of their employees respond to customers region-wise.
Customers also end up having a positive customer service experience instead of a nightmarish one waiting on hold endlessly trying to get their problems resolved.
How have you scaled your Twitter customer support presence as your B2B company has grown?
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