How Microsoft Xbox Uses Twitter to Reduce Support Costs

Kelly    February 15, 2012

Organization: Microsoft, Xbox Support

Industry: Retail, videogame console

Web references:

Description of how social media is used for business performance

In 2009, Microsoft already supported users of its popular videogame console with multiple support channels: phone, email, online self-service and forums, but within a year of starting Twitter support, the Xbox Support Elite Tweet Fleet had become a major leg of the Xbox support foundation.

The ‘Elite Tweet Fleet’ support reps, all dedicated only to Twitter, catch a tweet and get technical folks on the task before a call is ever made. When a user posts a question to the @XboxSupport address, all reps reply publicly in the single Twitter stream, adding up to about 5000 outbound tweets per week. Each customer interaction is then followed with a Tweetpoll satisfaction survey, which proved the highest customer satisfaction rates across various support channels and earned the service delivery team the Guinness World Record for Most Responsive Brand on Twitter.

Lessons for others

The team at Xbox LIVE Service Delivery recognized the less formal, personal nature of Twitter was a complement to the team’s service suite, as well as a way to reduce support costs. The ‘Tweet Fleet’ provides proactive customer service, helps find and troubleshoot issues, and alerts user about service issues before they become live calls – the most expensive mode of service.

Proactive customer support results in high levels of customer satisfaction and issue resolution rates, and positive metrics give companies the evidence they needed to grow their operations.

Submitted By: Kelly Ballinger

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