Studies have shown that existing customers are 100% more likely to refer people they know than new leads. This means that one of your main objectives is to keep your customers happy with top notch customer service. Top notch customer service has more value than you probably realize. By keeping your existing customers happy you increase the likelihood of them recommending you to their friends and thus, gaining more customers.
Twitter is an excellent way for you to leverage the power of customer service because not only can you respond quickly but it is also a very visible way to show other people that you care about your customers and see them more than simply a walking, talking wallet. As long as you respond quickly and efficiently, you will find that people will be very happy to help you out in turn by tweeting to their own followers about your product or service.
Besides providing referrals, happy customers will also be more open to providing you with feedback. The latter is essential in improving your service or product as well as your marketing strategy.