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 Ocado Delivers Online Grocery Customer Service on Twitter

May 31, 2017

Growth in traditional “big box” stores is static: all growth is in online, food discounters and convenience stores, with online having the biggest growth potential of all to disrupt the current retail marketplace.

Enter Ocado. The world’s largest dedicated online grocery retailer with over 580,000 active customers placing online grocery orders for home delivery.

Established in the UK in 2000 in partnership with UK supermarket chain Waitrose, Ocado has gone on to grow significantly with a commercial delivery area of 10m households, delivering over 100,000 orders a week, a listing on the London Stock Exchange and a strategic commercial partnership with Morrisons.

Operating a truly online business model, Ocado has no chain of bricks and mortar stores and manages all deliveries from it’s state of the art fulfilment centres where AI, automation and robotics play a key operational role in delivering the best in customer experience, convenience, quality and price to customers.

Operating a joint marketing and customer service handle on Twitter and sitting firmly on-top of the HelpHandles Food Index, @Ocado consistently out perform their market competitors for customer service on Twitter. In this fourteenth edition of the HelpHandles Insight Series we take an in-depth look at @Ocado’s performance over the last 12 weeks from (13/02/2017–10/05/2017).

Productivity & Responsiveness

Unlock your free company profile on and start improving your performance with social customer service analytics and reviews for Twitter.

First Response & Average Response Time

@Ocado’s response to customers on Twitter is pretty impressive, the team have been averaging a consistent 17 min first response and average response time to all public mentions.

Ocado First Response Time (13/02/2017–10/05/2017)

Inbound Mention Volume

Customers love engaging with @Ocado on Twitter. Over the last 12-weeks, the @Ocado team received a total of 8,923 mentions to their handle. Placing them in the top 30% of handles providing support by volume on Twitter.

Response Rate

The @Ocado team responded to 64% of inbound mentions received to their Twitter handle, that’s 5,711 responses in total…

Responses under 30 mins

….of which 4,969 (87%) responses were made quickly in under 30 mins.

Customer Happiness

We found that Ocado customers are highly engaged over Twitter, using the tool to ask direct questions and provide feedback to the team in a polite and efficient manner. With such high-standard of conversational transactions, Ocado are building an active community of loyal, trusted and engaged customers who obviously enjoy the convenience of shopping with Ocado and interacting with them over Twitter.

This highly personal, genuine, conversational approach has resulted in a high overall positive sentiment score for the @Ocado team, and is testament to the great work being done to ensure customers remain satisfied and engaged with the company over social channels like Twitter.

Ocado Smart Platform

The Ocado Smart Platform, is a managed service offering of proprietary software and equipment solutions that offers retail partners a faster, flexible and more cost efficient way of operating online. By offering the only fully integrated end-to-end platform available in the market, Ocado are uniquely positioned to take advantage of the growing global trend of online food shopping, putting efficiency and convenience at the heart of the customer experience.


Built on a foundation of convenience, innovation, growth and efficiency, Ocado are well positioned to support the changing shift in consumer behaviour.

What makes Ocado an interesting proposition is their commitment to innovation. With a dedicated Technology business and investment in research and development utilising cloud technology, machine learning, robotics and automation, it will be interesting to see how Ocado maximise new opportunities to disrupt and develop improved customer experiences across online channels in the not too distant future.