Twitter announced this morning a new customer service tool, prompting customers to engage with companies via direct messages. They also launched a way for customers to offer feedback after such an interaction.
Product manager Ian Cairns explained in a blog post:
Twitter is live, public, and conversational ? and the best place for businesses and customers to connect. In fact, with millions of customer service-related interactions happening every month on the platform, many of our advertisers tell us that over 80% of their inbound social customer service requests happen on Twitter. These businesses generate impressive results ? not only are their customers more satisfied, but they also see a cost per resolution that is ? the cost of a call center interaction. And this leads to increased brand loyalty and sales: recent research shows that when a customer Tweets a question or complaint to an airline and receives a response, they?re willing to pay on average $9 more for their next purchase from that airline. The first major tool announced today by Twitter allows brands to take a public interaction to the private direct messaging service.

Businesses can now add a deep link to Tweets that displays a call-to-action button, prompting users to send a direct message.
To follow up and gauge how well the interaction went, Twitter allows users to privately share their opinions on the discussion, Cairns noted:
Care teams have told us they love the open-ended feedback they get from use...