“As well as offering general posting advice and service information, this dynamic and real-time interaction often prevents an enquiry from becoming a complaint,” the FTSE 100 group says. “However, where a service failure has occurred, we will sensitively take the customer ‘offline’ to get additional detail, without risking any of their private or personal information being shared online, and work with them and the local operational team to get responses and resolutions.”
Royal Mail sent its first tweet in March 2010 and now has over 72,000 followers who tweet more than 20,000 times every month. Its Twitter team has only six service specialists.
“Where we see an opportunity to help or are asked a direct question, we aim to respond in less than hour,” it says. “Our core team draws on expertise from across the business which means we can resolve complex cases quickly. This is a two-way relationship, with customer insights from twitter shared back to the operational colleagues delivering mail or manning our Customer Service Points at Enquiry Offices. Our team understands the intimacy and personality of social media.”
This means “taking the serious stuff seriously and injecting humour carefully where customers are engaging with us in a more light-hearted manner”.
It adds: “We measure our success less on numbers and finances but more on reputational management, positive sentiment, brand awareness and customer empathy.”