Complaining and asking questions of favorite (or frustrating) brands on social media, especially Twitter, has become an expected way to get quick answers from brands. Research done by Lithium Technologies last year uncovered that 53% of customers who ask a brand a question on Twitter expect a response within one hour, and that number skyrockets to 72% if it’s a complaint.
Social media is an endless opportunity for brands to show prompt, personalized customer care, but it is also a huge liability if not manned properly. This same study unveiled that 38% of people who don’t receive a response on Twitter within the hour feel more negatively towards the brand. Perhaps the most jarring discovery is that a whopping 60% of these people will take action against the brand using social media. Ouch.
The Twitter Test
Christopher Ratcliffe, a regular contributor to eConstultancy tried out his own simple experiment to put 20 of the UK’s top brands to the Twitter test with one tweet asking a simple question. He measured the success and effectiveness of the customer service of each Twitter account by reviewing the response time, hours of availability of Twitter responses, personalization of the response Tweet and thoroughness of answers.
The Good, the Bad and the Non-Existent
B&Q, the Uk’s top kitchen retailer, passed with flying colors because of their lightning fast response time of 3 minutes, personalized response and lengthy operating hours, which were clearly stated in the profile. A+
New Look, an international fast-fashion brand, came in second with a respectable response time of 22 minutes and a very impressive level of personalization. #NLBecky (as the social media manager referred to herself) checked online to be sure if the T-shirt requested was available and even offered to check local stores for a complete response. Very impressive. A
What this means…
B&Q and New Look have now carefully positioned themselves to reap the rewards. 30% of top brands have dedicated Twitter feeds for customer service, and those brands that provide customers with a timely response can expect the following benefits:
- 34% of customers are likely to make another purchase.
- 43% are likely to recommend the brand to their family and friends.
- 38% are more receptive to the brand’s adverts.
- 42% are more likely to recommend the brand through social media.
On the other end of the spectrum, were the most disappointing social media care response of all…the sound of silence. Hatfords, Toys R Us and Boots neglected to respond after 24 hours of the original tweet. A closer look at some of their social media activity revealed these beloved brands are missing out on one of the biggest opportunities for companies to make a positive impact and increase customer loyalty.
Alas, the final figures are quite impressive with 85% of the brands responding and 70% responding in under one hour. Perhaps even more exemplary is that 50% of these responses were personalized
What Does This Mean for You
Obviously it’s in your best interest to have a dedicated support team member readily available to respond promptly and accurately to any query placed on social media. But the reality is that your customers prefer to easily find their own answers.
nanorep allows you to include the social touchpoint as another channel for your customers to tap into your knowledgebase and receive the answers on social media at the best time – when they ask. Don’t make them work too hard to find the resolutions they need while they are onsite and engaged – you run the risk of losing their attention and even their patronage.
nanorep provides a real-time, optimized knowledgebase. Support your customers immediately without opening the door for unresolved queries via social media that leave them frustrated, disenchanted and looking elsewhere for the help they need.
Start your own free-trial of nanorep today. Don’t sweat it, there is zero IT required, because we want to make your life just as simple as you want to your customer journey to be.