Among the brands listed on the Interbrand Top 100, more than nine in ten (95%) use Twitter and nearly one in four (23%) use it as a customer service platform (i.e., they have a Twitter handle dedicated to customer service), according to a new report by Simply Measured.
For the study, Simply Measured tracked three months of Twitter messages exchanged via the 23 customer support accounts (from Sept. 1 to Nov. 30, 2012).
Among the Top 100 brands, seven (7%) responded to more than 50 support-related tweets each day during the three-month period, and three brands (3%) handled more than 100 tweets a day:
Meanwhile, customers have fairly high expectations for receiving support via Twitter.
Simply Measured cites a separate study conducted by The Social Habit that found two-thirds (67%) of surveyed Twiter users expect a response from a brand within 24 hours. Some 42% of those consumers expect a reply within an hour, and 32% expect a reply within 30 minutes.
Moreover, 57% of surveyed Twitter users expect that same level of responsiveness, regardless of what time of day it is.
However, few brands listed on the Interbrand 100 are meeting such expectations.