We’ve been noticing a definite increase in forward thinking brands placing more importance upon moving the focus of their customer service to social media. Makes sense when you consider the increasing amount of time and energy we as consumers all invest in staying hooked into social, through smartphones in particular.
According to the Aberdeen Group report, in 2012 only 41 percent of businesses were at the time using social tools for communicating with customers. We’d now estimate this to be closer to 60 percent of companies connected to social media. By 2020 we’d expect this figure to be closer to 90 percent.
Whilst the report may have aged a bit, we can take some interesting learning from it, namely which networks are predominantly relied upon for managing customer service, which we feel are still valid although Twitter is likely to have increased dramatically:
- Facebook company page – 73%
- Twitter – 51%
- Linked In company page – 47%
- Twitter (dedicated customer service handle) – 41%
So as you’d expect, Facebook & Twitter see the most traffic in relation to customer service.
The recent launch of Facebook Messenger Business will make life far easier for your customer service team and we’re predicting a similar Twitter & LinkedIn technology to follow. Facebook Messenger Business will allow you to plug in a widget to your website whereby your prospects and customers can communicate with you without leaving Facebook, giving them direct access to your brand and removing the need to go searching for an email address.
Now let’s look at the reasons for brands not running customer service through social media, the Aberdeen Group report highlights some interesting points:
- Do not have the necessary resource – 48%
- Do not have the technology necessary – 45%
- Security/confidentiality of info shared on social media – 31%
- Challenges in setting interaction policy 29%
Again, these numbers are slightly aged and we can certainly reduce these down. We believe the biggest issue now being both security and challenges around the interaction policy.
Now let’s look at some more recent research that presents some alarming facts that relate to not responding to comments made through your brands social media:
- 42% of customers complaining directly through your social media expect a 60 minute response time
- In fact, this number actually increases to 57% at weekends and evenings!
Therefore a slow or non-existent response could be the difference between creating an advocate or an assassin for your brand. What an opportunity right!!
The take away – Get your social media customer service strategy and response right and you could be stealing business away from the competition. Lock you’re your competitors social media pages and track their response times, makes for interesting viewing!