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BizReport : Social Marketing : July 04, 2013

Half of top retailers resolve customer service issues on social media

Conversocial has released a new report analyzing the social customer service performance of the US top 100 retailers, and finds a disconnect between customer expectations and actual social media response.

by Helen Leggatt

According to Conversocial's latest research, "Social Customer Service Performance Report June 2013: Internet Retailer Top 100", social media is now seen by consumers as one of the most important points of contact when dealing with retailers online.

Retailers know where their customers now head to air their grievances or leave feedback - 81% of companies are now responding to consumers' customer service requirements via Twitter and 80% on Facebook, found Conversocial. Half of companies are resolving all customer service issues on social, without redirecting them to another channel such as email or telephone.

On Twitter, 51% of messages companies are receiving require action via a public or internal response, of which 62% are customer service issues. On Facebook, just 23% of messages retailers' receive require action, 49% of which are customer service issues.

While being in the social space is satisfying consumers' needs to interact directly online via mobile or Internet, there's one aspect of the service being provided that isn't living up to expectations - response time.

While more than half of consumers expect to get a response via social media in under two hours, the average response time across all 100 retailers on Twitter is a lengthy 11hours 15 minutes. Just 20% of companies fell into the time period acceptable to consumers, while 19% did not respond at all.

Six percent of retailers were on the ball with a response being forthcoming within half an hour.

"The disconnect between consumer expectations and actual response times suggests that most social customer care teams are drastically understaffed and unable to keep up with demand," concludes Conversocial in its report.

"Go Daddy, a leading provider of social customer care, has agents dealing with 200 issues per week with an average response time of less than 1 hour. If your agents have to deal with more than this, it's a good indication that you are understaffed."


Take a look at Conversocial's report and find out which of the top online retailers surveyed provided the best social media customer service experience in terms of response time and responsiveness.

Tags: customer service, loyalty marketing, social media

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