"Huai-Tzu Cheng, a business management professor, was the lead author on the paper, titled "Unveiling the Human Touch: Enhancing Customer Satisfaction Through Personal Profiles of Social Media Customer Service Agents." It was published online in December 2025 in collaboration with Yang Pan at Tulane University and Rudy Hirschheim at Louisiana State University. The research is published in the journal Production and Operations Management."
"To study this, the research team focused on user interactions with profiles of U.S. telecom giant T-Mobile on the social platform X, formerly Twitter. In February 2017, Twitter introduced a new feature allowing companies to create personal profiles for customer service agents that included profile photos, names, personal interests and biographies-leading to a more "human touch" that inspired the paper's title."
"Before this new feature, customers interacting with T-Mobile Help accounts on Twitter could only see the company logo and the initials or name of the customer service agent. Cheng analyzed how customers interacted with T-Mobile Help's profiles three months before and three months after the shift and then compared those interactions with those of other telecom company help profiles-AT&T Cares, Verizon Support and Spring Care-who had not yet implemented personalized changes in that time frame. Overall, the analysis found that personalized customer service profiles increased"
Personal profiles for social media customer service agents included photos, names, personal interests and biographies, replacing previous displays that showed only company logos and agent initials or names. User interactions with T-Mobile Help on X were measured three months before and three months after the platform change, and then compared to interactions with AT&T Cares, Verizon Support and Sprint Care where personalization was not implemented. Analysis found that adding a humanized agent profile increased customer engagement and interaction metrics, suggesting that personalization on social customer-service channels enhances perceived human touch and improves customer-service outcomes.
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