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How Will Twitter Benefit from Its New Features?

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Mar. 28 2016, Updated 8:06 a.m. ET

Direct message and customer feedback

Twitter (TWTR) is making it easier for customers to share their feedback and grievances about products and services to its web portal. At the same time, it’s streamlining online customer service for businesses and organizations.

The company recently added two new customer service features that are integrated with its existing service tools to improve two-way conversations between customers and businesses.

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Organizations and brands are now able to use the Direct Message feature, which allows them to attach deep links to their tweets so that customers can directly jump into private conversations with representatives. Moreover, Twitter has also introduced its Customer Feedback feature, which allows customers to share their feedback after customer service conversations.

Additional source of revenue

Companies such as Delta Air Lines (DAL), Starbucks (SBUX), and ClassPass have turned up to use these features to build stronger relationships with their customers.

This month, Apple (AAPL) created a dedicated Twitter account called @AppleSupport to provide tips, tricks, and helpful information to its customers. According to CNET, “The account has also been busy responding to questions from around 300 customers,” and it has more than 36,000 followers since its debut on the Twittersphere.

Developing a communication platform for business-to-consumer relations opens a new avenue for Twitter to generate additional revenue apart from advertisements.

Facebook (FB) is already using its Messenger app to provide the ride-hailing service Uber and the automated M assistant for automated responses to customer queries. Moreover, FB also plans to monetize its standalone app WhatsApp to explore new ways businesses can use the service to connect users.

Facebook constitutes 4.0% of the Vanguard Information Technology ETF (VGT).

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