This document discusses how Twitter can be used to gain customer insights and feedback at different stages of the customer journey. Traditional methods like surveys have low response rates and are not always representative of customers. Twitter offers a way to see unprompted, authentic reactions and experiences with brands in real-time. Issues can be spotted as they happen. Trends that could lead to new products are also visible. The document argues that combining Twitter data with traditional feedback methods provides more complete customer insights.

1. Sparking Engagement on Twitter
November 2019
Greg Maxson @gmax

3. The digital revolution is over and
we are living in the digital age
57%of the world is online,
adding more than one
million new users every day6.5hours spent online every day2/3of the world are using mobile devices45%of the world are social
media users
People are online blending their work and personal lives
while searching, reading, watching, playing, listening and
connecting to share experiences, opinions and information
- every minute of every day.

4. These are your customers

5. The status quo is
no longer adequate

6. 0
5
10
15
20
1999 2019
Surveys
2%
observed response
rate today
72%say surveys interfere with the
experience of a website.
Source — OpinionLab

7. Rarely representative of your customer
Focus groups

8. people are communicating
more than ever

9. Twitter is the world’s
largest focus group.

10. Reactions and experiences with
your brand that are in the moment.unprompted.authentic.emotional.

11. Measure satisfaction
at each stage of the
customer journey
Consideration
Emily Hewertson
@emilyhewertson
Looking to open up a student bank
account… does anyone have
recommendations?
03 Sep 2019432 871 3.6K
Recommendation
TezzaG
@TezzaG2
Replying to @emilyhewertson
Santander, free railcard.
03 Sep 2019
BusyBee
@snookeremporium
Replying to @emilyhewertson
My daughter as just opened one with
HSBC, £1000 oaverdraft with 0% APR and
she also got £100. Happy days.
03 Sep 2019
Registration
Susan Zhuang
@susiezhuang
(I know I’m late to the party but) seriously
impressed with how quick and seamless
@monzo’s sign-up UX is! All the kudos.
30 Mar 2017
Stuart Chalmers
@stu73
Another reason why I love using @monzo -
great customer service. Spoke to them this
morning and got a problem I had sorted within
half an hour via their in-app chat. Thanks
Brenda!
29 Nov 2017
Customer Service

12. Prajawal Pandey
@PrajawalPandey
As i see the shoot softkey has been
partially covered by the notch its a problem
for this game and can happen for many
apps and games and can cover softkeys
and video displays.
19 May 2018
OnePlus Support
@OnePlus_Support
Replying to @PrajawalPandey
Hi there! Could you please be more
specific regarding the query for further
assistance? Thank you!
19 May 2018
Spot a problem
or issue as it’s
happening

13. Jenesis
@Jensisalonso
I just cried for an hour. Love is hard. Life is
hard. And I just can’t find the right
concealer to match my damn skin!!!!
1 Feb 2019
grave
@thegraceiverson
look, i know my concealer doesn’t match
my skin tone. but it’s the lightest shade i
could find and i already spent the money
so everybody be cool!
8 Apr 2018
Spot trends that
lead to new
revenue
opportunities
5
10
Rihanna
@rihanna
Jan. 11 @fentybeauty 50 shades
#PROFILTRCONCEALER and 8 shades of
our brand new
#PROFILTRSETTINGPOWDER
3 Jan 20192.0K 11K 103K

14. Holy Jessi-kowaii, Batman!
@tehjessicarae
I wanna marry @Lipton’s Magnificent
Matcha Green Tea. It’s that good.
27 Oct 2017
Surface
unknowns that
lead to new
revenue
opportunities
2 3

15. Twitter Data
Traditional Feedback
Methods
+

16. #Thanks