Their cash is digital, but is their customer support?

Analysis of social media customer support provided by mobile wallets

Digital wallets have become commonplace in urban India. So much so, that they account for about 10% of overall cashless transactions. With the government pushing for more digitalisation, wallets will see more and more customers coming on board. As they gradually become indispensable, their customer experience becomes increasingly important.

A crucial part of this experience is online customer support. In this digital age, social media is a popular channel for customer support. We wanted to know how these digital wallets fare at solving customer issues on social media. To do this, we analysed the Twitter conversations of PayTM, MobiKwik and FreeCharge. All 3 brands have dedicated Twitter handles for social media customer support. So the conversations on these dedicated support handles were taken into consideration. We judged their social media customer support on the following parameters:

  1. Registration and promotions: If the brand responded to an issue with registration or malfunctioning promotional offers.
  2. Transactions and refunds: If the brand responded to an issue with a transaction or refund of a failed transaction.
  3. Average response time: What was the average time in which a brand issued a response to a customer.
  4. Average response rate: How many customer interactions did a brand respond to, from the total interactions it received for a specific duration of time.
  • Registration and promotions

PayTM

PayTM responded to 76% of issues related to registration and promotions. The brand has a different primary response to different issues. They normally attend to customer queries through Twitter DMs. However, they also resolve customer concerns publicly when possible.

MobiKwik

MobiKwik responded to 86% of issues related to registration and promotions. In their primary response, MobiKwik generally tends to apologise to the customer. They then request the customer to share specific details via DM, thus taking the conversation offline and away from the public view.

FreeCharge

FreeCharge responded to 90% of issues related to registration and promotion. FreeCharge normally prefers to carry out their social media customer support through DMs. But if the necessary details are provided, they almost always issue an update publicly.

  • Transactions and refunds

PayTM

PayTM responded to 84% of issues related to transactions and refunds. The brand has a consistent tone across all their replies. It’s a mix between casual and professional. In scenarios where PayTM’s social customer service team can’t assist, they redirect customers to their website for support.

MobiKwik

MobiKwik responded to 90% of issues related to transactions and refunds. The brand has a different tone across replies. Some replies include emojis and are casual, while some responses refer to the customer as ‘Sir’ and are more professional.

FreeCharge

FreeCharge responded to 92% of issues related to transactions and refunds. The brand interacts with customers in a relatively casual tone. They tend to publicly follow up on conversations and don’t shy away from public resolutions.

  • Average Response Time

Social customer support average response time for mobile wallets

Using Trooya’s Benchmarking tool, we got the average response time for each brand. On an average, PayTM took 94 mins to respond to customers and MobiKwik took 84 mins. FreeCharge took an average of 6 mins to respond to customers.

  • Average Response Rate

Social customer support average response rate for mobile wallets

Using Trooya’s Benchmarking tool, we got the average response rate for each brand. As mentioned before all 3 brands have dedicated Twitter handles for social media customer support. So the response rates are a fair comparison. PayTM had an average response rate of 42%. MobiKwik responded to 84% of its conversations. FreeCharge had a response rate of 89%. Note that, response rates tend to impacted when your brand gets a high volume of posts on your Twitter handle. For instance, if your brand gets talked about a lot, it’s not necessary that you respond to each of them. Hence, a low response rate isn’t necessarily a bad thing.

 PayTMMobiKwikFreecharge
Registration and promotions455
PayTM responded to 76% of issues related to registration and promotions.MobiKwik responded to 86% of issues related to registration and promotions.Freecharge responded to 90% of issues related to registration and promotions.
Transactions and refunds555
PayTM responded to 84% of issues related to transactions and refunds.MobiKwik responded to 90% of issues related to transactions and refunds.Freecharge responded to 92% of issues related to transactions and refunds.
Average Response time355
PayTM has an average response rate of 42%.MobiKwik has an average response rate of 84%.Freecharge has an average response rate of 89%.
Average Response rate335
PayTM has an average response time of 94 mins.MobiKwik has an average response time of 84 mins.Freecharge has an average response time of 6 mins.
Weighted Average score44.25
  • Takeaways:

Close the loop

Treat online conversations like actual conversations. Don’t trail off in the end without a reply. Follow up on customers and close the loop on a conversation. It gives your social media customer support a more human feel and makes customers trust it more. MobiKwik in this example follows up on a customer to ensure that their issue has been resolved.

Redirect, but with tact

Redirecting customers is normally frowned upon. But, there are certain queries that a social media customer support team just can’t attend to. These issues may be sensitive or just out of their sphere of responsibilities. These need to be redirected to another channel for redressal. If done using the right language, the customer won’t be irate about being redirected.

Appreciate customers

If you want your brand to sound like a person, you’ve got to act like it. This means that when someone compliments your brand, you ought to thank them for their kind words. This makes the customer feel appreciated, and makes the brand seem conversational.

If you liked our article, please share and subscribe to our blog. And to take your customer care to the next level, try Trooya.

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