Responding to resident complaints via Twitter not only can help solve the problem that caused the resident to tweet, it can also increase resident loyalty to the apartment community and willingness to renew at a higher rent rate according to a study from Twitter and Applied Marketing Science.
When a customer Tweets at a business and receives a response, they are willing to spend 320% more on an average priced item from that business in the future, reports Wayne Huang from the Twitter Research Team, on the Twitter blog. The research covered the airline, pizza delivery and telecommunications industries.
Successfully engaging with complaining customers on Twitter has other concrete benefits. The study found that customers who receive company responses via Twitter are 44 percent more likely to share their experiences both offline and online. They are also 30 percent more likely to recommend the business to others.
But a rapid response matters: In the telco industry, customers are willing to pay $17 more per month for a phone plan if they receive a reply within four minutes, but are only willing to pay only $3.52 more if they have to wait over 20 minutes, writes Huang.