News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Companies not taking social customer service seriously
Companies realize that social media is a must-have in today's online, connected environment. But many still are not taking it seriously enough, according to new research from social relationship infrastructure firm Sprinklr and customer experience systems and services company Amdocs.
When consumers head to a company's Twitter or Facebook page to leave a question or complaint, they expect a response. Simply having a presence in a social environment just isn't enough.
According to Sprinklr's latest research, 20% of companies rarely, if ever, respond to customer complaints made via social media, yet customers expect a response, and a speedy one at that. Almost all think an hour of waiting is more than enough.
Furthermore, 38% of consumers will feel more negative about a brand that fails to meet their expectations for a timely social response and 6 in 10 will "take unpleasant actions to express their dissatisfaction".
The study analyzed publicly available data from over 120 large companies including Samsung, Macy's, Jeep, BMW, Sony, and H&M. It revealed that 11% of brands have lost revenue, 15% have lost customers, and 26% have tarnished reputations simply as a result of negative social comments.
"The connected and empowered consumer is fundamentally challenging how large enterprises do business," said Ragy Thomas, CEO of Sprinklr.
Recent research from Amdocs found that 50% of service provider customers actually prefer using social media rather than traditional contact channels such as telephoning a call centre.
However, their findings also reveal the current social customer care climate is not impressing customers. Half said they had tried to communicate with their service provider on social media but three-quarters never received a reply leaving 80% with no option but to call the call center.
"The research shows a huge opportunity to deflect customer care to lower-cost, social media channels and to increase Net Promoter Score (NPS) and positive word-of-mouth visibility," said Rebecca Prudhomme, vice president for product and solution marketing at Amdocs.
- Top 3 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
- Studies: Shoppers want connection
- Brands: What to prep now for Thanksgiving Weekend
- Would your website earn Google's mobile-friendly label?
- Third of UK online retailers are not ready for the Christmas rush
- Study: Consumers find driving need to be always on
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...