Believe it or not, many brands are not consistently responsive to customers on social media. According to Eptica, 45% of retailers are ignoring customers on Twitter because they don’t have the resources to manage it. Not to sound like a broken record, but delivering rapid and consistent answers via social networks is table stakes these days. To further the point, per Twitter, 60% of customers expect companies to respond to them on social within the hour. Customers expect companies to be helpful in all channels, and given the public nature of social media, brands need to put their best foot forward. And there’s good reason to do so. According to Aberdeen, getting social customer service up and running can increase customer satisfaction by almost 20%.
As customer experience and marketing guru Jay Baer says, social customer service is a spectator sport. It’s surprising that all brands don’t want to come out as winners in this crucial game.
Instead of going on and on about the importance of social customer service, here are a few stats that tell the story instead. From impacting revenue to increasing customer loyalty, the research is solid. Here are a few stats you can bring to your next meeting on social customer service.
- On average, handling an inbound telephone call typically costs a company $6 to $8; an interaction using social media, less than $1. McKinsey and Company
- 62% of customers are frustrated by businesses who only offer one or two ways to get in touch with them. SessionCam
- When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company. Bain & Company
- Gartner found that failure to respond via social channels can lead to a 15% increase in the churn rate for existing customers.
- Companies that improve their customer experience on social from average to ‘wow’ can see a 30-50% improvement in key measures such as likelihood to repeat purchase, up-sell and recommend a product. McKinsey and Compan
- Companies that invest in customer service on Twitter have found that resolving issues via Twitter can lead to over 95% of issues being resolved in-channel, and can achieve a customer satisfaction rating of over 90%. McKinsey & Compan
- Not answering a complaint decreases customer advocacy by as much as 50%. Convince and Convert
Need more? Reach out today. We’d be happy to walk you through getting the right information and the right tools to get social customer care embedded into your organization.