Service With a Smile? Not Enough! Check Your Facebook Page…
A new survey reveals that social media has changed consumer expectations regarding customer service. Forget complimentary bottles of water, consumers are looking for almost real-time conversations with brands.
More than half of adults surveyed (55%) described their experience of communicating with brands via social media as “disappointing” or “mediocre”
About 30% said that they expect companies to reply “within hours” when contacted via social media; 29.2% expect a response within the same business day; 13.1% expect a response in less than an hour, and 16.6% expect a response in less than 10 minutes
Contrary to general assumptions, different age groups expressed more or less similar expectations/behaviors
21% said that they had used their mobile devices to contact companies via social media while still in-store
Customers are now voicing their opinion while in line at the store. Brand responsiveness to social media interactions could impact point of sale purchase. The pressure is on!
The survey was commissioned by the social media customer service company, Conversocial, and measured sentiment across eight different industries to rate the best and worst in social customer service – as well as garner consumers’ feedback on their social customer service expectations. The eight sectors and 38 companies featured in the survey were selected from a list compiled by the National Retail Federation’s Stores Magazine. 589 consumers representing a gender and age balance roughly reflective of the U.S. population were surveyed.