With Dashboard, Twitter wants to offer CRM tools to large groups

by bold-lichterman

  • Jack Dorsey’s social network now offers brands to send “welcome messages” as well as “quick responses” to their consumers via the private messaging site of the microblogging site.
  • These features are accessible on Dashboard, a service launched by Twitter last June, the initial aim of which was to help very small businesses and SMEs.
  • Dashboard is more and more useful for large groups as they are faced with an increase in customer contacts on Twitter.
  • Evernote, PizzaHut, Airbnb and Spotify are among the early adopters of the two new CRM features offered by Twitter.

Twitter has decided to engage in the customer relationship segment by presenting two new management tools for companies. Jack Dorsey’s social network now offers brands to send “welcome messages” as well as “quick responses” to their consumers via the private messaging site of the microblogging site.

These features are accessible on Dashboard, a service launched by Twitter last June, the initial purpose of which was to help very small and medium-sized businesses in promoting their products and managing customer relations. However, Dashboard is more and more useful to large groups insofar as they are faced with an increase in customer contacts on Twitter, like the SNCF for example. By strengthening its marketing offer for companies, Twitter is thus developing a major axis of monetization.

The microblogging site is working on integrating these new options into tools for online commerce players, such as Assist, Audiense, Conversable, Dexter, Lithium and Rozie. Evernote, PizzaHut, Airbnb and Spotify are among the early adopters of these two new features.

Two tools to counter the emergence of chatbots

Twitter CRMTo become a major tool in companies’ CRM strategy, Twitter offers companies the possibility of setting up welcome messages which are displayed as soon as the user opens a private chat window. “Businesses can create multiple welcome messages and include links to tweets, websites, or apps», Specifies Ian Cairn, Customer Service Product Manager at Twitter.

In addition to welcome messages, businesses can also use the “Quick Replies” feature that allows them to automate responses to customers. They can make their request by choosing an answer from a list of options offered by the company or by being guided to enter specific information. “When quick responses and welcome messages are used together, businesses can reduce wait times and educate people on the best ways to interact with them.», Explains Ian Cairn.

Strongly resembling a chatbot, the “Quick responses” function allows the user to deliver the first elements of his request before being put in touch with an advisor. Faced with the emergence of bots, encouraged by Facebook Messenger and the Microsoft Bot Framework, Jack Dorsey’s teams have shown themselves to be pragmatic in designing in a short time a tool to improve the customer relationship of companies. However, it is not excluded that Twitter will consider developing bots for businesses in the months and years to come.

The launch of these features comes in a delicate context for Twitter. Despite a turnover up 8%, to 616 million dollars, in the third quarter of 2016, the social network conceded a net loss of 103 million dollars.

Ten years after its creation, the microblogging site has never managed to turn a profit. Twitter has lost $ 2 billion in ten years, including $ 521 million last year.

To get out of its deficit in 2017, Twitter, which claims 317 million active monthly users, announced a 9% cut in its workforce globally.

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