Cos analyse tweets for feedback
9 Dec
TWITTERLYTICS
Call it Twitter Analytics, or simply twitterlytics. A number of companies are beginning to analyse twitter feeds to understand what consumers are saying about their products and brands. 24/7 customer has already got some 200 clients for a twitter research and strategy tool that it launched barely two months ago. The clients include companies like Adobe, Symantec, Barclays, Time Warner, British Gas, JP Morgan Chase, Vodafone, Citi, Plaxo and T-Mobile.
The Bangalore International Airport (BIAL) says it has been using Twitter extensively as feedback channel to continuously improve services. Silicone Valley venture capitalist Guy Kawasaki talked in Bangalore recently about how companies like Comcast are scanning Twitter to identify problems customers are facing and resolving them before they become big issues, and how Virgin America uses it to engage with customers.
Twitter has become the most handy tool for people to convey their feelings to the rest of the world. So, if a laptop you are using suddenly crashes, you can fish out your mobile phone and tweet angry message about the laptop brand. If you find a restaurant serving amazing food, you can immediately pass on that info to all your twitter followers, many of who may retweet it to their followers.
And that’s exactly what millions are doing, which is why companies see it as a great tool to understand what proactive steps they need to take to ensure a problem does not get worse, or how they can sustain a successful brand. “These (tweets) seem to be the most genuine feedback which we can act upon due to the format and objectivity on services and amenities,” says Anjana Kher Murray of BIAL.
V Bharathwaj, chief marketing officer of 24/7 Customer, echoes that: “The consumer voice is most dominant on Twitter, far more than in facebook or any other social media.” Murray says BIAL realized from tweets that people often missed the airports laptop charging points. So we made those signs more prominent. “Social media also helped us to address issues like cheating by taxis and touts,” she says.
“It can give you the number of times you are mentioned in tweets for any period of your choice and help you see how these numbers are changing. You can see which geographies the tweets are coming from, and from which source whether desktop PC or mobile or some other. Companies also get an insight about the overall sentiment about their product/ brand on Twitter, both in terms of positive and negative tones,” says Mohit jain, chief innovation officer of 24/7 Customer, one of India’s leading BPOs.
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