Twitter lets brands get more personal with customer service

This new feature allows businesses to personalize customer support experience each time their customers or clients message them directly on this platform. Instead of manually adding a signature to the message, Twitter will automatically display the face, name, and title of the agent speaking. Twitter said that how the mobile carrier interacts with its customers on Twitter is the inspiration for the feature.

At the moment, Twitter has only partnered with T-Mobile on the project, which still remains on a private beta, but companies who are interested in enabling custom profiles can contact the site for more information.

T-Mobile uses its customers' real names and its customer support agents' initials when tweeting. T-Mobile was one of the first companies to use customers' names and agents' initials when replying to tweets, and, previous year they added links to agents' bio pages.

Talking to a company's customer support rep isn't often a pleasurable experience, and sometimes it's made even more automated and less personal when getting replies from a nondescript "support" or "help" social media or email account without a face or name.

After making it easier for customers to directly message businesses, and allowing companies to add a "send a private message" button to tweets, Twitter is now launching a new customer service feature for brands and businesses, which will allow agents to respond to direct messages using custom profiles.

Twitter users feel more positive toward a brand if they get a customer service response promptly. According to Twitter's research, personalized interactions such as this make 77 percent of people more likely to recommend a brand.

Interestingly, T-Mobile has already started to use the new custom profiles in its Direct Messages (DMs).

  • Carolyn Briggs