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Twitter and Sprinklr Join Forces to Release 2021 Customer Care Report



Twitter and Sprinklr, the Customer Experience Management (CXM) platform for modern enterprises, have just launched a 2021 Customer Care Report: From AM to DM: Twitter customer care in a 24/7 world.

Courtesy of Rachel Alvarez

With nearly half a billion Tweets analyzed from over 1,000 brands globally, the report shares quantifiable insights into best practices for customer care on Twitter. Here is a brief overview of the findings.

Best Practices for Customer Care on Twitter

Impress your audience with your attentiveness.

Top brands respond 3x faster and reply to 8x more Tweets than typical brands on Twitter. These brands receive 10x more mentions because customers know they will address their questions. ​

Being a good listener, quick to respond, and consistent in your engagement will show your audience you care.

Of course, not every brand has the resources to be plugged into social 24/7, but being transparent with your audience and making sure to check-in daily goes a long way.

Everyone makes mistakes. Own it.

78% of retail brand handles that excel at customer support take ownership of customer problems in order to build trust. 

Taking ownership and providing genuine support through any issue can turn an angry customer into a returning customer.

Act human, gain followers.

Brands that excel at personalized customer support have 6x more followers than brands who are still developing their care practice. 


We’re always talking about the importance of authenticity on social. Now we can see proof of the practice.

Make sure to nail down your brand voice, and then make the tone “human.”

Set up a designated customer care account.

According to the report, 80 percent of financial services companies that excel at customer care offer a dedicated support account on Twitter. ​Brands that list hours in their Twitter bios have a Sprinklr Care Score that is nearly 50 percent higher than brands who don’t. 

Using a separate handle for customer care helps both the customer and your team. From the brand perspective, it’ll make listening much easier and help you focus on the conversations that matter.

Check out the full report to find examples of best practices put to use and see how well others in your industry are performing customer care.

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Twitter Adds New Spaces Recording and Management Tools as it Continues to Focus on Audio Options



Twitter Adds New Spaces Recording and Management Tools as it Continues to Focus on Audio Options

I remain unconvinced that Twitter Spaces will ever become a thing, but Twitter itself seems certain that there’s major growth potential there, as evidenced by its continued push to add more elements to its Spaces offering, in order to lure more listeners across to its Spaces tab, and maximize listenership within its audio broadcasts.

This week, Twitter has rolled out another set of Spaces updates, including permanent recordings (as opposed to them deleting after 30 days), the capacity to save recordings after broadcast, and new details within the Spaces bar at the top of the app.

First off, on permanent recordings – after initially launching its Spaces recording feature to all users back in January, Twitter is now extending the life of those recordings beyond the initial 30 day period.

That’ll provide more capacity to attract listeners over the longer term, and keep your conversations alive in the app.

In addition to this, Twitter’s also adding a new listing of your recorded Spaces within your app settings menu, where you’ll be able to play each session back, delete those that you don’t want to keep, or share a recording direct from the list.


That’ll enhance the functional value of Spaces chats, making them more podcast-like, and more of a vehicle for ongoing promotion and audience building – though it does seem to also maybe go against what made audio platforms like Clubhouse so attractive to begin with, in that they were live, in-the-moment chats that you had to be there to catch.

But podcasts is clearly more of the angle that Twitter’s now going for, based on these example screens of another new test in the back end of the app.

Twitter Spaces Stations test

As you can see in these images (shared by app researcher Alessandro Paluzzi), Twitter’s also developing ‘Stations’ within the Spaces tab, which would incorporate podcasts into its audio stream, providing even more options for tuning into on-demand audio content within the app.

That could make Spaces recordings even more valuable, and potentially help Spaces broadcasters translate their work into a monetizable podcast process – but do Twitter users really want to tune into podcasts from the app? I mean, we have Spoitify and Apple Podcasts and various other options available.

Could Twitter really become a key hub for audio content like this?

In some ways, it seems unnecessary, but then again, the real-time nature of tweets lends itself to topical discussion, and that could make it a good hub for all of these types of discussions and content, including Spaces, Spaces recordings, podcasts, etc.

And again, that would better facilitate connection between Spaces and recorded audio. It just depends on whether Twitter users will actually come to rely on the app for their latest podcast content.

On another front, Twitter will now also enable iOS users to record a Space when the broadcast is over, even if they didn’t hit ‘Record’ during the session.

Twitter Spaces recordings

Which also means that the ‘REC’ marker would not have been present during the session, alerting participants to the fact that this was being recorded, which could be problematic for some contributors.

In some ways, it seems like Twitter didn’t offer these options initially because it thought that it wouldn’t be able to facilitate the data storage required to keep all of the many recordings in its data banks, but now, with so few people broadcasting, it’s maybe found that this won’t actually be a problem.


A sort of ‘glass half full’ element, I guess.

Finally, Twitter’s also adding new details into the Spaces bar on Android, including additional, scrolling insights into who’s hosting, the topics being discussed, who’s shared a Tweet in the chat and more.

Twitter Spaces info

That could entice more users into the session – or at the least, bring even more attention to the Spaces bar at the top of the app by providing more, bigger info.

Though again, I don’t know. It doesn’t seem like Spaces is really catching on, going on the participant numbers in the Spaces stream. And while the addition of podcasts could be interesting, I don’t see Twitter becoming a key app for audio content, especially as the Clubhouse-led audio trend continues to die down.

But maybe the engagement numbers are better than it seems. I mean, you’d have to assume that they are, given Twitter’s ongoing investment in the functionality – through Twitter CEO Parag Agrawal did note last month, that the company had not hit intermediate milestones on its growth plans, based on its investment in new functionalities like Spaces, Communities and Twitter Blue.

Twitter hasn’t shared specific data, so maybe there’s more to it, and that’s why it’s so keen to push ahead with more Spaces tools. But either way, it’s giving it its best opportunity to succeed, and it’s seemingly not done yet with its Spaces development.

Will that, eventually, result in Spaces becoming a thing? Only time will tell.

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