Why Brands Need to Catch Up on Customer Demands Via Social Media
Guest Post: Josh Wardini
Community Manager at Webmastersjury
As social media continues to penetrate our society like nothing else in history, brands and their customers have begun interacting on the world’s most popular platforms. Facebook, Twitter, Instagram and SnapChat are the biggest of these platforms and offer customers direct access to many brands and their products. For businesses, this unfettered access to users directly has changed the way many brands interact with their customer base and potential customers. Though many businesses do provide gleaming examples of well-planned and executed customer care via social media, many are failing their customers and losing them to competitors. According to statistics from Websitebuilder, 90% of social media users have used social media to communicate with a brand. Here are some of the ways these customers demands are not being met.
Provide Social Media Customer Service
The first demand by customers is simply to actually provide customer service via social media. Though many already do some, businesses have stayed set in their ways of providing customer service by outdated channels, such as the telephone or conventional call centers. Social media customer care is, on average, 1/6 cheaper and 167% more efficient than telephone operated customer care, so no business should excuse their lack of a social media customer care department or strategy.
Improve Social Media Channels
According to statistics, 1/3 of all customer complaints on social media are ignored and 95% of customer complaints on social media never reach companies. What’s worse is the industry, as a whole, only responds to 12.9% of information demand, while people expect much more. Twitter and Facebook are 48% more accurate at delivering response than email, and 44% faster at delivering response than email. Improving social media channels and ensuring complaints and queries reach the customer care department is key to meeting the social media generation’s demands for social media customer care.
Company Delivery vs. Customer Expectations
In a survey, 80% of companies said they provide exceptional customer service through social media. Only 8% of their customers agree. 56% of global consumers have higher expectations for customer service than they had in 2015. A major discrepancy is perhaps the fact that brands send 23 promotional messages for every 1 response given to their audience. This represents a huge discrepancy in customer demands, as promotional messages can seem annoying, especially when a query to the message is not being answered.
One of the biggest demands from customers is response time. 42% of customers who complain on social media expect a response with 1 hour, 32% expect a response within 30 minutes and 11% expect an immediate response. The average response time from a business is over 5 hours. This is a huge under serviced sector and 30% of people will go to a competitor if a brand doesn’t respond.
The above-mentioned facts all point to a growing social media customer care industry, with growing demands from customers. Unfortunately, many brands are falling behind in their customer care services on social media and they will need to catch up, or risk losing customers and market share to competitors. Customers are demanding improved channels, faster service, and contrary to what businesses may think, they are falling short of their clients’ expectations and need to play catch up immediately or get left behind.