What the numbers say
As many as 90% of social media users have initiated communication with a brand through social media. Among all current channels for customer service, social media gets the highest preference at 34.5%, followed by live chat at 24.7% and email at 19.4%. Phone calls — the oldest channel of them all — are at the bottom with only 16.1%. It’s not a surprise why 63% of customers expect brands to deliver customer service on social media.
How to use social media for customer service
A quick response for first contact resolution is the key to successful CS on social media. The average response time for brands is five hours, but customers expect more. Around 42% want a response within an hour, while 32% want one within half an hour. More than 10% expect immediate responses!
Instant replies aren’t always feasible, but be as quick whenever possible. Poor response time leads to 15% customer attrition rate. No response? Expect at third of your customers to switch to a competitor, and a half of your customers to drop their advocacy for your brand. Worse, 31% will go online and share their bad CS experience for everyone to see.
Websitebuilder.org.uk created this infographic filled with great info on Customer Service.