With the return of founder and former CEO Jack Dorsey, a falling share price and plateauing user numbers, Twitter is looking at innovative ways to further grow its user base, increase user engagement and provide additional value to paying advertisers in non-traditional ways.
Last week the popular microblogging social network announced its entry into the world of customer feedback. Whilst, at first, this may seem like a strange move, I believe it actually makes sense for a number of reasons.
Twitter’s new feature will allow consumers to provide direct feedback on their interaction with a brand using a standard Net Promoter Score question with a followup comment to discover the ‘why’ behind the score as shown below.
The company plans for this feature to not only be native to Twitter.com and the Twitter app, but also to integrate with popular social tools and CRMs including Conversocial, Hootsuite, Lithium, Salesforce, Sparkcentral, Spredfast, Sprinklr, and Sprout Social.
So, why is this a good move for Twitter?
Firstly, they are tapping into a consumer trend that has developed organically as the platform grew - giving customers a voice that can be heard by everyone.
Over the past few years, there has been a huge rise in consumers turning to Twitter to vent their frustrations to a brand.
A recent survey conducted by Voxpopme explored the behaviour of Twitter users. The graph and video below identify the current popularity of Twitter as a tool to communicate with brands for support, to give feedback or to make a complaint, and also explore the motivation of users who turn to Twitter in order to reach out to brands:
The response survey also revealed that 54% claimed to have used Twitter to get support from a company or brand, with 56.7% taking to Twitter to make a complaint to a business.
Watch the short video below to see why consumers turn to twitter to communicate with brands.
Secondly, diversifying away from a purely social play further increases the importance of Twitter as a wider communications channel for brands. This move is likely to drive continued engagement from brands and users whilst providing further ways to monetise the platform.
So what’s next for Twitter and customer feedback? In my opinion, this is a great move and the next logical extension of it is to provide brands with more fast and easy ways to solicit feedback. Essentially a brand’s Twitter following is a ready-made community of people with a connection to the brand who like to be heard.
This could take the form of micro-surveys (basic polls are already in place), ongoing NPS score tracking or even allowing customers to provide video feedback powered by Voxpopme.
We have already seen moves by Google to monetise their user base further and enter the world of research with Google Consumer Surveys, and it looks like Twitter could be next.