Omni-channel may seem like one of the most over used phrases when we talk about customer service these days, but if Brands are not able to provide the choice of channels consumers want to use, they are failing them.  When it comes to Twitter, it’s essential to understand the value of looking after customers on what has become a major channel for engagement.  Advertisers say that 80% of their inbound social customer service requests come from the platform.  And, the number of tweets sent to leading B2C brands was 2.5 X higher in 2015, at around 5 million messages per month, compared with volumes in 2013.  Customers increasingly want to use the platform and being able to effectively answer tweets is a serious business.  Not doing this impacts customer satisfaction, willingness to recommend and spend.  Twitter recently some shared some hard-to-ignore insight on how helping customers on the platform adds up.  It looked at three industries in the US: airlines, telecoms and quick service restaurants (QSR).  The study, conducted in partnership with Applied Science Marketing, showed that the potential revenue boost for brands that provide effective support on the platform is a serious business too.  The research found that ...