Roughly half of all social media users, including 30% of those over 65, would like to access customer service via a social network. And, one third say it is their preferred way to handle product complaints and questions.
Consumers have very high expectations for customer service on Facebook or Twitter. 32% expect a response in 30 minutes. Over half are disappointed if their problem is not solved on the same day, even if it’s a weekend or holiday.
Once consumers start interacting with service representatives via social networks, they are hooked. Most return to the channel and over half make a customer service inquiry at least once a month.
Companies that excel at handling customer service in social channels reap big rewards. The vast majority of consumers who are happy with their interaction recommend the brand to friends. Not surprisingly, Americans who don’t get a response via social media---and there are a lot of them---are less than pleased. Especially since the consumer consensus is that social networks are the customer service channel of the future.
What are the implications for your business?
- Having an effective customer service team ready to respond quickly on all social networks is critical.
- Social channels need to be manned 24/7/365 with people who are resourceful and can make decisions on the spot. Remember: you only have 30 minutes.
- Those who access customer service via social networks are almost as likely to be your mom or your grandpa as a twenty something. Make sure your communication style is appropriate for a wide range of demographics.
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Sources: NM Incite 2012; The Social Habit 2012; Social News Daily 2012