80% of companies say they deliver exceptional social media customer service, but only 8% of their customers agree. Now considered an essential part of any company’s marketing scheme, customer service is more important than ever.
Below are a few surprising statistics and key takeaways from the Sysomos Customer Service training seminar, where Amber Naslund and Jay Baer discuss insightful customer service tactics to start incorporating immediately on your company’s social media profiles.
One-third of all customer complaints on social media are ignored.
Unfortunately for businesses, 95% of unhappy customers never complain in a way the business knows about. Without a call, email or social posting about the complaint, the product/service in question can never be resolved by the company; therefore, it’s the responsibility of the person monitoring social media to respond to the 5% who do take the time to complain openly. These people need to be treated like your most important customers. This means that every complaint on every channel should be answered every time, which can prove time-consuming when monitoring multiple threads on various channels.
When a company increases customer attention by 5% in their overall marketing scheme, they will increase profits by 20-80%.
By not replying to a complaint, you are in fact replying. When a company’s Page responds to a concerned customer, advocacy is increased greatly. Responses to negative complaints on the Page should happen publicly so that all followers can see how the business reacts to the negative feedback. If a company has a separate social account made solely for customer complaints to be addressed, some consumers think they are trying to hide something and don’t want to be publically open about their issues.
47% of the people who complain on social media expect a reply from the business, and 40% of those people expect it to be within an hour.
The average amount of time that it takes businesses to respond to customer complaints is five hours on social and 44 through email. The speed of response to a customer’s complaint is more important to them than accuracy, politeness, understanding or resolution. By exceeding the expectations of one complaint with a reply, solution, condolence or gift, you can increase customer advocacy by 25%.
With the sophistication of mobile phones and Wi-Fi, customers are able to complain about a service they received within minutes. There is less conflict with social complaints because most people choose to not tag the business they are referring to and it’s all at no cost to them. Consumers can take their messages privately thanks to multiple mediums such as the Facebook Messenger app and email. Facebook Messenger has been downloaded over 800 million times, essentially putting email customer service out of business by allowing consumers to provide feedback to a business through the most popular social media site to date.
Think you need help with your social media customer service? Contact Lindsey Groepper today so we can start increasing customer advocacy and hopefully, increase profits for your business.
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