A new study by Havas Worldwide suggests that consumer expectations are very high for social responsiveness, and brands that fail to meet those expectations risk alienating a large portion of consumers.
Unsurprisingly, youth – defined as 18-34 years old – is the age group most easily annoyed by slow response time on social media.
The Havas data comes from a survey conducted online of 10,219 adults in 31 countries around the world.
The following graph from MarketingCharts.com displays the report’s key findings:
The fact that 53% of respondents overall (and 57% of 18-34-year-olds) said they believe companies are more responsive to customers when they complain via social media means that social media customer service is only going to continue to balloon as a field.
Social customer service is definitely a hot-button topic of late, and brands would do best to ensure they’re responding to users thoroughly and within a reasonable time.
Do you get annoyed when you tweet a brand and they take several days to tweet back, or don’t at all?
- Just 1 In 10 UK Consumers Use Social Media Sites For Researching Purchases [STUDY]
- 70% Of Brands Response To Customer Complaints On Social Media Within 24 Hours [STUDY]
- Two-Thirds Of UK Twitter Users Follow A Newspaper Brand
- Just 45% Of Brands Have Policy For Dealing With Customer Complaints On Social Media [STUDY]