Tweeting for service: Twitter as a communication channel for customer service
Place of Publication
School of Business and Law
The purpose of this chapter is to examine the use of Twitter as a communication channel for customer service interactions. The authors discuss the topic of multichannel communication outlets and how popular social media platforms such as Twitter influence the channel choice patterns of today's customers. The chapter presents the findings of in-depth interviews with 50 customers of a major European telecommunications provider aimed at understanding their motivation to use Twitter for service interactions and how Twitter impacts their use of traditional communication channels including telephones and in-person customer representative interactions. Findings reveal that Twitter is a complement for traditional channels. Further, the number of different channels a customer engages with during a particular purchase process is a function of the customer's knowledge for both the channel and the product/service in question.