10 Reasons Why You Need to Improve Your Social Media Customer Service

Posted on February 11th 2014

10 Reasons Why You Need to Improve Your Social Media Customer Service

ImageSocial media has made brands of all sizes more accessible than ever. Consumers can engage with brands literally any time they please on a variety of different social channels and for many businesses this is a blessing. However, as the great Spider-man once said, “with great power comes great responsibility.” With the power of being able to connect 24/7 with consumers on social media, brands have the responsibility of providing quality and timely customer service. Just how timely is timely? Well, 42% of customers said that they expect a response from a brand’s social media accounts within an hour. Hubshout recently published some great stats about why great customer service via social media is an absolute must these days. These stats just might blow your mind!

  • 57% of customers think that a brand’s customer service response time should be the same on the weekdays and weekends.
  • 32% of customers said that they expect a response from a brand within 30 minutes.
  • 53% of people who engage with a brand on Twitter expect a response in 1 hour or less.
  • 72% of customers said that they expect a response from a brand within an hour if they have a question or complaint.
  • 38% of people reported having negative sentiments towards a brand who didn’t give them a timely response to their customer service issue on social media.
  • 40% of customers who weren’t able to get their issue resolved ended up calling the company.
  • 36% of customers said that they were able to get their issue resolved quickly.
  • 62% of brands are replying to questions and comments on social media in 2013 opposed to 30% in 2012.
  • 24 hours was the average Facebook response time of the Top 100 U.S. Retailers.
  • 11 hours and 15 minutes was the average Twitter response time of the Top 100 U.S. Retailers.

Super-important Key Takeaways     

  • A majority of brands are NOT doing a great job with customer service issues on social media. Monitor your pages as closely as you can and communicate when you might not be there to catch issues. If your communities expect you to be present, they will expect some customer service love. If you can’t dedicate yourself to 24/7 customer care, at least notify your community when someone will be available to assist.
  • Most people go to social media BEFORE picking up the phone to complain. If you are slacking on your social media customer service, you can expect even angrier phone calls to the call center. Do your best to solve each issue in a timely manner.
  • More and more people are turning to social media to learn about new brands and engage with old favorites. An angry customer or un-resolved customer service issue can be a terrible representation for your brand. Use every issue as an opportunity to demonstrate why people should choose you opposed to a competitor.

 

Nate Mendenhall

Nathan Mendenhall

Manager, Cendyn/ONE

Nathan Mendenhall is a social media manager at Cendyn/ONE in Boca Raton, Florida. He has extensive experience with creating and implementing successful social media strategies for both B2B and B2C brands. Connect with him at @NCMSocial!

 

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Comments

hailley
Posted on February 11th 2014 at 10:49AM

It always surprises me when brands are non-responsive on social media, it might be because this is where I work, but to me I know that my colleagues go to Twitter or Facebook first when they have a problem with a product or service. 

It's not too difficult to make sure you are answering customer concerns via social media, I think it still indimiates certain brands though if they're new to the social game. In which case, slow and steady wins the race, no reason to rush into it! 

Kaile DeLoney
Posted on February 11th 2014 at 11:45AM

Wow, very interesting to see those percentages. The one that stood out the most to me was "72% of customers said that they expect a response from a brand within an hour if they have a question or complaint." Being a college student and currently taking a social media marketing class, I definitely have seen some companies who do take advantage of giving customer service via social media. But more often than that, we have studied and observed more companies who have not even attempted to make an effort on social media. I understand that it takes lots of time and effort to get it going, but I hope more companies start to see the benefits of being responsive on social media. 

Awesome post, thanks for sharing! 

Kaile DeLoney 

aspilialleli
Posted on February 12th 2014 at 6:13AM

Great article, Nathan! Thanks for sharing! What are your insights with this article, btw? http://www.blog.infinit-o.com/4-proven-effective-ways-build-customer-trust-social-media/

We published it to let our readers know that social media is a great way to build customer loyalty. I believe it also starts by giving out excellent customer service through it. Your article just did it right! =)

sprout_sarah
Posted on February 13th 2014 at 5:56PM

Great post, Nathan! I absolutely love this topic. I'm one of those customers who expects a quick response via social no matter whether I have a comment, question or issue. But this is mostly because I offer that in my role at my company. 

I truly think the companies embracing social as a communication channel are the ones that will survive and thrive. Customers' ability to influence many others regarding a brand's reputation puts them in the driver's seat. 

HubShoutRenee
Posted on February 25th 2014 at 5:13PM

Great post!  Thank you so much for including the data from our infographic and video.  When we were researching the stats, our team was most suprised by the expectation by so many consumers that weekend and non-work hours should have the same response time as work hours/days.

Social media and customer service go hand-in-hand!