Twitter is well aware of how popular their platform is for customer service. As such they have launched a new feature allowing customer service agents on Twitter to include their names and profile pictures inside Direct Messages.
This gives the entire customer service interaction via Twitter a more personal approach. According to an internal Twitter study 77% of people are more likely to recommend a brand following a personalized customer service interaction. Custom profiles can help people identify when they are speaking to a human versus not, which helps manage their expectations about the types of replies they might receive.