Why is customer service on social media so important?
The data speaks for itself, the customers want to be heard, and the brands to serve them through the social networks. Numerous studies, analyzes and conclusions are published daily that reflect the general sentiment of customers, will they make the brands aware once and for all?
Almost half of the customers want the brands to serve them through social networks, according to NM Incite. Nielsen adds that 1 in 3 prefer to contact the company through social networks, rather than by telephone.
However the harsh reality is that brands continue to ignore their requests. The survey, published in April by Aspect, found that only 7% of users who had demanded customer service through social networks considered it to be the best option.
Young people aged between 18 and 24 are the ones who use the 2.0 channels to connect with brands, especially women (60% vs 57%), according to the Report on the Status of Customer Service in Social Networks, done Public by NM Incite.
Those over 65 are also positioned as great online users, and know how to assert their rights. 30% already use social networks to request the attention of the brands.
Bad customer service can be very costly for the company. The most chilling fact came a few days ago from NewVoiceMedia, who reported that half of the customers have given up a company because of poor customer service. And the worst thing is that 56% of them are clear that they will never count on anything with that mark.
Brands try to respond more, but they take too long. SocialBakers’ latest work reflects that brands responded roughly to 2 out of 3 requests on Facebook, but it took an average of 22 hours to do so. This data contrasts radically with the immediacy and agility that characterizes the medium.
There are sectors that are already doing well. Fashion retailers in the United Kingdom serve 93% of requests received through Facebook, while the general trend remains at 55% (SocialBakers).
Customer service represents a tiny part of the marketing budget. Genesys indicates that, of the 500 billion dollars destined to the marketing budget, only 9 thousand are dedicated to customer service.
Customer service helps sell. InboxQ already indicated in 2011 that tweed consumers were more willing to buy products from those brands that responded to their tweets. In a way it has its logic, does someone like to be ignored?
77% of Aspect respondents believe that it is easier to do business with those companies that have a diversified customer service strategy; Are more accessible and this aspect encourages their confidence.
Will the brands ever change and begin to give customers the attention they deserve through Social Media?
Bluewolf data is positive in the short term. This year, customer service is expected to increase 53% and continue. To the point that in 2014 to ignore a request through social networks will be comparable to not answering a telephone call, or not reply to an email.
In the medium term, different reports indicate that 9 out of 10 companies will offer customer care through Social Media will the forecasts be met?