How Amazon Help Delivers On Demand Customer Service on Twitter

Jan 30, 2018

A global consumer-tech giant, the largest Internet retailer in the world, the worlds largest provider of cloud infrastructure services, the fourth most valuable public company in the world, and the eighth largest employer in the United States.

Founded by Jeff Bezos, started life as a humble online bookstore accessed by the public over a 56k dial-up modem, on Netscape Navigator or Internet Explorer 1.0 during those heady days of the mid-90’s.

Over the last two decades, Amazon has gone from strength to strength. Building on its foundations of convenience, Amazon has diversified across a broad range of innovative products and services, capitalising on mass market opportunities in consumer technology and e-commerce, experiencing massive growth as a result.

Super Saturday or Panic Saturday is the last Saturday before Christmas, a major day of revenue where retailers tend to compete with each other, offering significant discounts and extended store hours in an attempt to attract customers and drive impulse buying.

Super Saturday marks the end of the shopping season in which retailers and many customers believe begins on Black Friday.

With a bold mission to be “Earth’s most customer centric company”, we decided to take a close look at how the Amazon Help team delivered customer service on Twitter over the most popular day in the calendar year for retail shopping, Saturday 23rd December 2017, most commonly known as Super Saturday.

Inbound Mention Volume

Looking at HelpHandles™ historical data, Amazon Help were significantly busier on Super Saturday, receiving a +62% (1,223) more mentions to its help handle over Black Friday.

Black Friday Inbound Mentions Amazon Help

Friday 27 November 2017 (Black Friday)

Super Saturday Inbound Mentions Amazon Help

Sat 23 December 2017 (Super Saturday)

Over a period of 24 hours, Amazon Help received a total of 3,189 mentions to their help handle placing them in the top 10% of help handles by volume on Twitter.

Response Rate

On Super Saturday, the Amazon Help support team responded to 43% (1,371) of mentions received to their help handle…

Responses under 30mins

…of which 97% (1,330) of those responses were made quickly in under 30 mins.

Twitter Support Coverage

The Amazon Help team were busy over Super Saturday, with customer service peaking at 9am GMT time responding to customers at a rate of 110 replies per hour and again at 3pm, GMT with 100 replies per hour.

Top Hashtags

Amazon customers were a demanding bunch over Super Saturday…


Many customers were left frustrated on Super Saturday with what seemed to be problems with Amazon’s estimated delivery times. Despite this the Amazon Help customer service team did a great job in reaching out and providing timely, assistance to customers offering resolutions and alternative means of correspondence where necessary.


There’s no doubt that the likes of Amazon have created a consumer culture where expectation is at an all time high, putting companies who cannot provide on demand products and services at risk to those that can.

From our analysis of Amazon Help on Twitter, providing on demand products and services is still a challenge, its certainly not plain sailing with some customers experiencing delays and issues with their orders. It’s obviously tough to deliver to such high expectations, but that doesn’t stop Amazon from relentlessly pushing the boundaries of what’s possible, and investing in supporting their customers on real-time channels like Twitter, providing round the clock, open communication to those who need it, outside of their own-ecosystem is just one example of Amazon’s commitment to customers.

What I admire the most about Amazon is their ability to constantly innovate, adapt and set the bar higher— failure is not an option. This is the company that is committed to commercialising rapid drone delivery, developing cashier-less stores, and bringing deliveries inside of the home, making the inaccessible, accessible and the unbelievable, believable.

So, where does that leave the rest of us? Well it would seem fitting to end this story by quoting Jeff Bezos in his April 2016 letter to Amazon shareholders…

‘Jeff, what does Day 2 look like?’

That’s a question I just got at our most recent all-hands meeting. I’ve been reminding people that it’s Day 1 for a couple of decades. I work in an Amazon building named Day 1, and when I moved buildings, I took the name with me. I spend time thinking about this topic.

‘Day 2 is stasis. Followed by irrelevance. Followed by excruciating, painful decline. Followed by death. And that is why it is always Day 1.’

How the UK’s ‘Big Four Banks’ Perform for Customer Service on Twitter

Jan 16, 2018

The ‘Big Four Banks’ is a term used to describe the largest banking groups in the UK, made up of (Barclays, HSBC, Lloyd’s Banking Group and Royal Bank of Scotland Group) they manage approx 75% of all current accounts and 85% of business accounts in the UK.

Since the global financial crisis 10 years ago, the UK’s big four banks have been under increasing pressure from the Government to reform and diversify. With cash and cheque transactions diminishing in favour of more convenient electronic payment, online and mobile app usage by millions of customers, many of the UK’s major banks have been left to evaluate the viability of their traditional bricks and mortar branch networks.

According to Which? part of the independent consumer association, more than 482 branches belonging to the major high street banks were axed for good in 2017, sending the number of branch closures soaring to more than 1,500 over just three years, since 2015.

For this edition on the UK Banking sector we take a close look at how the UK’s ‘Big Four Banks’, Barclays UK Help, HSBC UK, RBS Group* (incl RBS Help, NatWest Help and Ulster Bank Help), and Lloyd’s Bank Group* (incl Ask Lloyds Bank, Ask Halifax Bank and Ask Bank of Scot) performed for customer service on Twitter.

UK’s ‘Big Four Banks’ Social Customer Service Benchmark

Over a period of 8 weeks, the UK’s big four banks received 64,823 mentions to their help handles on Twitter.

Source: 01/11/2017–31/12/2017

Best Overall Performers

RBS Group* and Barclays UK Help came out on top as the best overall providers of customer service on Twitter with the best aggregate score* across inbound volume, response rate, responses under 30 mins and sentiment amongst customers.

*Accounts are programmatically scored out of 100 on our performance index across four metrics. Inbound mention volumes (25%), Response Rate (25%), Responses under 30 mins (25%) and Sentiment (25%). All metrics are available and updated every hour on

1st: RBS Group* (RBS Help, NatWest Help, Ulster Bank Help)
2nd: Barclays UK Help
3rd: HSBC UK
4th: Lloyd’s Bank Group* (Ask Lloyds Bank, Ask Halifax Bank, Ask Bank of Scotland)

Below is the break down on how each bank performed for customer service on Twitter.

First Response Time

RBS Group had the fastest response times among the big four banks, with a first response of 11 mins across the groups help handles, followed by Barclays UK Help, 20 mins. Lloyd’s Bank Group and HSBC UK had the slowest first response times of just under an hour with 55 mins and 59 mins respectively.

  1. RBS Group* (11 mins)
  2. Barclays UK Help (20 mins)
  3. HSBC UK (55 mins)
  4. Lloyd’s Bank Group*(59 mins)

Average Response

Similarly, RBS Group* maintained the fastest response time out of the big four banks with a 12 min average response time, with HSBC UK and Lloyd’s Bank Group* the slowest coming in just under one hour.

  1. RBS Group* (11 mins)
  2. Barclays UK Help (20 mins)
  3. HSBC UK (50 mins)
  4. Lloyd’s Bank Group*(56 mins)

Inbound Volume

Lloyds Bank Group* were the busiest for customer service on Twitter receiving the largest share of mentions with a whopping total of 26,278 mentions over the last 8 weeks, with HSBC UK receiving the lowest amount of mentions with 10,212 mentions.

  1. Lloyd’s Bank Group* (26,278)
  2. RBS Group* (15,118)
  3. Barclays UK Help (13, 215)
  4. HSBC UK (10,212)

Response Rate

Barclays UK Help, were most responsive responding to (79%) share of mentions to their help handle on Twitter, followed by RBS Group (77%), Lloyds Bank Group (68%) and HSBC (58%)…

  1. Barclays UK Help (79%)
  2. RBS Group* (77%)
  3. Lloyd s Bank Group* (68%)
  4. HSBC UK (58%)

Responses under 30 mins

RBS Group* had the highest percentage of responses under 30 mins, followed by Barclays UK Help, HSBC UK and Lloyd’s Bank Group*…

  1. RBS Group* (95%)
  2. Barclays UK Help (84%)
  3. HSBC UK (84%)
  4. Lloyd’s Bank Group (55%)


All companies performed well for sentiment over a busy 8 week period, with HSBC UK, and Barclays UK Help coming out top with the highest sentiment score, followed by RBS Group*, and Lloyd’s Bank Group*.

  1. HSBC UK (+9)
  2. Barclays UK Help (+8)
  3. RBS Group* (+7)
  4. Lloyd s Bank Group* (+6)

In the below thread, Corrina @Barclays UK Help exemplifies everything that’s great about delivering fast, responsive, personal service on Twitter. Corrina, proactively engages with a customer, helping them to resolve a problem with their mobile banking app. This results in the real-time transformation of a disgruntled detractor into a satisfied promoter.

Nice work Corrina!


For decades, British banks have held a tight grasp on their customer relationships, maintaining the majority share of current and business accounts leaving very little room for movement, but now, gradually, a brave new world is emerging.

With the development of; Open Banking, regulation around payment services, fintech innovation and crypto-currencies; trust, transparency and competition will be placed at the very heart of the UK banking sector.

The journey will be far from linear, but in this new world customers will be offered more choice and will be empowered to take more control of their data and finances, leaving banks to adopt an entirely different role in people’s lives. A role that will be focused on transparency and building trust with consumers, this in-turn will create new opportunities for banks to compete and deliver on customer experience at scale for the benefit of everyone.