This is the first in a three part series looking at how we manage Twitter as a support channel. In the parts 2 and 3, I’ll discuss some of the finer points of how we sort through hundreds of tweets each day to get people answers quickly.
Since the launch of the new Basecamp back in March, we’ve been encouraging the use of Twitter as a support channel. On our help form we encourage people with simple questions to use Twitter rather than sending an email, and we monitor mentions of 37signals throughout the day. We’ve always gotten support requests via Twitter and answered them, but it’s only this year that we’ve actively encouraged and focused on it.
Our Twitter presence has grown substantially: in October of this year, 37signals was mentioned an average of 443 times every weekday, roughly double what it was in October 2011. Not all of these need an immediate reply from our support team – many are people sharing links or things that they found interesting. The 60 or so replies we do send a day in response to immediate support requests represent a little less than 10% of our total support “interactions”.
One of the things I spend part of my time working on is how to improve the speed and quality of the responses that we provide to customers, and part of that involves providing advice on the best tools and processes for the support team to do their job. As far as Twitter goes, the biggest pain point is the actual tool used to monitor and send tweets.
The search for a Twitter tool
Since we got serious about Twitter, we’ve mostly used the built in Twitter functionality that our support tool (Desk.com) provides. When I asked the team how it was working for them a couple months ago, the general reaction was tepid. The consensus was that while it gets the job done, it was rather slow to use, and the large number of retweets and links to SvN posts mixed in makes it hard to get people with urgent questions answers promptly. Most of the team was using it, but no one was happy about it.
What did we want in a tool?