Are we heading towards a new standard in customer relations?

We are heading towards something that might be a new standard in customer relations online. The old fashion way to communicate with companies let’s say if you have a suggestion is to look up the website, find a form to fill in, a number to call or an e-mail address to send your opinion to. Most likely knowing that you will not get any response.

The new standard could be to just tweet: “I would have bought a Canon EOS 40D if they were available in dark red instead of black only”. With Canon instantly replying “@bill_the_photographer Thanks a lot for your suggestion, it is passed on to product development. Phil, Canon.

Twingly response on TwitterJust by including the brand name Canon in the tweet, Canon should be notified of your request and respond instantly. Note that you as a customer should not need to keep track of the company’s user name, because it is much more in the company’s interest to keep track of their brand.

This will also help some part of current customer relation easier due to the limitation in length of the communication. Since the customer only has a limited number of letters to use, he also expects a response in the same short manner. Even though the communication at this level might be brief it will increase the companies’ goodwill and the companies that are not listening to this communication will eventually lack behind.

It is very easy for a company to set up this monitoring. Just go to the Twingly Microblog Search and do a search that is relevant for you, and add the result to your rss (to the right, “Subscribe to RSS”). Then you will get the entries in your regular rss-feed and can respond accordingly. By using the Twingly Microblog Search you can monitor all major microblog platforms.

With the massive number of posts featuring major brands it is of course difficult to keep track and follow up on everything. New services will be vital for larger brands to sort out and manage information. First they need to get posts with their brand sorted our correctly to be as relevant as possible.

Then they need to get them prioritized by monitoring the number of followers the user has, or the number of followers the user’s followers have, to track the user’s influence to also include the importance of potential re-tweets. There is also a need for major companies to manage the replies to the tweets, so they can keep track internally. Several players in CRM is also keen on including microblog monitoring, like Salesforce that is about to include it in their product Service Cloud.


In the mean time before all this falls in place for the major companies, we challenge you to start to try this to increase your customer relations. Start monitoring your brand and you are more than welcome to tweet us samples of the responses you have given, and the effect you have achieved.

If you want to see how it works in action first, you are more than welcome to try with us. Just put the word Twingly in your tweet and see how fast we respond. It can be a general question, a question regarding specific search at or that you are just curious to get the average shoe size of the Twingly employees, or wants to know what color our CTO has on his car.

One thought on “Are we heading towards a new standard in customer relations?

  1. Caroline Ferry March 18, 2010 / 6:29 pm

    Having worked in customer services in a call centre throughout my university career, I learned a trick or two.
    In fact, casting my mind back to the very first day, during my induction training, before I spoke on a phone for the very first time (it was not a proper phone, but they recorded my call to let me hear what my voice sounded like to customers; not my happiest moment) we were told (or had it drilled into us) the customer can hear a smile.
    Tweeting responses from Canon about one customer’s desire to own a red camera, hmm?
    I think that I have just read my first smile.
    Good work.

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