Companies face difficulties that relate directly to user experience, such as the look of a page, the ability to identify a profile as official, credibility of a message and the use of Twitter’s functionalities.
Based on this knowledge, the UXalliance investigated whether the top global companies recognized by their outstanding reputations also deliver that same outstanding service online when communicating to their customers on Twitter in various locations around the world. The ten global companies surveyed were those shortlisted in Fortune Magazine’s list of the World’s Most Admired Companies 2010.
The Twitter study drew upon the talents and expertise of almost 40 user experience professionals from 17 countries across Asia, Europe and the Americas. The study involved local user experience experts in each country reviewing the ten companies’ Twitter accounts for clear, efficient and adequate communication. Combined, professionals sent over 300 queries regarding promotions, support, products or general complaints to each of the ten companies selected. Responses were analyzed, along with company profiles.
Findings revealed that Toyota has the best performance on Twitter, presenting an adequate profile and providing quality responses to users within just a few hours. BMW had the worst performance mainly due to users facing great difficulty finding the company’s local Twitter profile. With no local account, queries were sent to the global account, which resulted in a disappointing 3 of the 17 countries receiving a response from the company.