Did you know that a recent study suggested that 62 percent of consumers have used social media for customer service?
That’s a pretty hefty number. Indeed, brands throughout the world have been turning to social media channels such as Twitter and Facebook in an effort to reduce their support load, cut costs and, ideally, deliver a better experience for customers. By 2020, it is expected that over 90 percent of companies will have integrated social media into their customer care.
What a shame, then, that so many of them are getting it wrong.
One survey revealed that while 55 percent of customers expect a response to online complaints to be made the same day that it is posted, more than half of brands failed to respond at all to support enquiries made on their Facebook Page, and almost three-quarters of brands completely ignored complaints made on Twitter.
Bottom line? 71 percent of customers still prefer to use the telephone for support, and 92 support of all support interactions are still made in this way. And while social media could still revolutionise the consumer support industry, brands need to make greater efforts to show that they care to get the majority of their customers onboard.
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