Twitter launches custom profiles in Direct Messages to humanize businesses

Social Media Week

Twitter wants to add a human touch to customer interactions in Direct Messages, so they are launching a new feature called “custom profiles” for businesses.

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Despite the criticisms Twitter seems to get everyday, many of its users and business accounts rely on Twitter as a customer service platform. Whether you’re Tweeting publicly to an organization, or taking things to Direct Messages, it’s often the first step for customers to get answers on everything from flight cancellations to returning a pari of shoes.

Twitter wants to add a human touch to these interactions in Direct Messages, so they are launching a new feature called “custom profiles” for businesses to create better customer experiences through Twitter.

These “custom profiles” will bring real people to Direct Message threads instead of bots or the business’ logo. These “customer service agents” will have their real face, name, and title listed in the DM.

Twitter even states from their research that personalized experiences with a human connection can create significant benefits for businesses, and 77% of people are likely to recommend a brand following a personalized customer service interaction on Twitter.

The first major brand to use this new feature is T-Mobile’s customer service account, @TMobileHelp. T-Mobile has actual people serving in these agent roles, but Twitter says the custom profiles can also be used to add personality to automated agents, fictional characters, or branded bots.

According to TechCrunch, “there are no limits on how many custom profiles a business can operate, nor does the business have to be of a certain size in order to take advantage of the feature. The only requirements are that the business has a verified handle and then apply to get your account whitelisted.

If you think your business could benefit from these new customer service agents on Twitter, follow the steps above to get verified and approved. You can also read our guide of “The Do’s and Don’ts of Using Social Media as a Tool for Customer Service” to learn about the best practices for responding to customers across your social channels.

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SMW Staff

SMW News, Social Media Week


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