Build Awareness and Trust in Public
It seems a better use of Twitter would be to encourage customers to explore products or ask questions.
This would let Chase highlight the positive aspects of their products and services where potential customers on Twitter can learn more about them.
Address Problems in Private (When Possible)
For issues resolution, we think it's better to invite customers to contact customer service by phone or e-mail.
Banking and credit card issues are likely to involve personal purchase and financial info. This is another reason why Twitter doesn't seem like the right forum banking related customer service problems.
Personally we wouldn't feel comfortable using Twitter to talk in public about a late payment that resulted in a higher interest rate or to discuss a specific transaction posted to our bank or credit card.
How to Address Customer Service via Social Media
Some people will inevitably contact a business through Twitter or Facebook to resolve a customer service issue.
These customers can be replied to and the issue addressed right there. Or the business can politely suggest that to protect their privacy they talk about it offline via e-mail or a phone call.
You Can't Always Hide Your Shame!
However, suggesting you talk offline where others can't see your reply might only be appropriate for banking or other sensitive industries.
If the issue doesn't involve personal data, it might look like a cop out to suggest discussing it offline. In these cases, it's probably best to make things right (to the extent possible) in front of your audience.
If you're a retail business on Yelp you're probably already adept at resolving customer service issues in public.