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.
- Ad experience improves but ad blocking still rising
- Research reveals power of user-generated images in reviews
- Study: Visuals important in reviews
- Consumers increasingly comfortable with mHealth options
- Study: Personalization important for rewards
- Retailers: How to use out-of-store events to engage
- Why do online shoppers switch devices between research and purchase?
- Video ad budgets increasingly diversifying beyond pre-roll
Featured White Papers
- The Keys to a 'Stop 'em & Grab 'em' Landing Page
Follow these keys when developing your landing page, and in no time you will have all of the traffic and...