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Twitter partnered with enterprise social technology company Sprinklr to analyze millennials’ habits and customer-care preferences.

Sprinklr revealed the results of a survey conducted on its behalf by Toluna Group, which gathered responses from 1,255 U.S. adults aged 18-34 who use social media. Of these users, 528 use Twitter. The responses were gathered in December 2017.

The survey showed that a majority of millennial Twitter users (70.67 percent) have used social media to comment on the quality of a company’s customer service. In addition, 73.7 percent of millennial Twitter users said they would be less likely to buy from a brand that has negative comments from other consumers on social media platforms.

Almost 40 percent of Twitter users said they have sent a complaint or comment to a brand via social media because “they thought it would elicit a quick response.” Nearly 40 percent of respondents also thought that other people on social media may be able to help them find a solution to their problem.

According to the survey, 67 percent of Twitter users said they’ve decided to purchase a product because of an interaction with a brand on social media. Twitter users were also found to be 11 percent more likely than users of other social media platforms to make a purchase based on an interaction with a brand on social.

Finally, 59 percent of millennial Twitter users said they expected to increase their use of social media to contact brands with their comments or questions. Almost two-thirds of Twitter users (62.48 percent) said an increase in personalization of responses is “the top way brands can improve customer care on social media.”

In a Sprinklr blog post, Kenny Lee, head of partner and demand marketing at Twitter, said, “Building brands with a great reputation is all about working hard to deliver the best care possible. Listening to every brand mention, responding in a timely manner, taking responsibility for issues and communicating proactively with engaging content are all part of a strong care strategy. Brands don’t often have the opportunity to interact with customers in a personal, human way—but with Twitter, this connection is possible.”

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