Applied Marketing Science (AMS) has been in the news lately for a recent study that we conducted on behalf of Twitter, Inc. The study, which focuses on the value of customer service from businesses on Twitter, shows that businesses can benefit significantly from investing in helping their customers via the social media platform.
Using the conjoint analysis method, AMS and Twitter, Inc. found that customers who received replies from businesses were more satisfied with their experience, more willing to recommend the business, and willing to pay more money for that business’s products in the future—especially if the consumer received a quick response.
This study, which looked at US quick service restaurant (QSR) and telecom industries, expands upon research conducted last year that focused on the U.S. airline industry.
For more details, see the featured articles below:
- "Study: Twitter customer care increases willingness to pay across industries." The Twitter Blog
- "Twitter study says that responding to tweets pays off for businesses." TechCrunch
- "It Pays to Provide Customer Service via Twitter." (Report) Social Times
- "Twitter Encourages More Businesses to Interact With Upset Customers." Fortune
- "Marketers Can Gain Brand Loyalty via Twitter Responses to Customer Service Issues." Loyalty 360