7 Out of 8 Customer Questions Still Go Unanswered on Social Media

by • September 7, 2015 • Experts TalkComments Off on 7 Out of 8 Customer Questions Still Go Unanswered on Social Media6579

Anyone who has worked in social media knows how important it is to answer customer questions on social channels. We also all feel very annoyed when we do not receive a reply to our questions. Yet, 7 out of 8 customer questions still go unanswered! Why is this the case, and what can be done to improve things?

Also Read: Air France Lets Kids Draw Answers To Twitter Questions

In this day and age, with social media often being the first place that people will go to, to contact a brand, only 1 in 8 questions are actually answered. This is deplorable, yet a reality. Could it be that they are simply not prepared for customer service on social media? What is the case?

The opportunity is ripe for brands to make a greater impact with their customers and, in doing so, gain a competitive advantage.

This infographic from Sprout Social gives us some answers. Main points to take away are the following.

  • – The amount of people who go on social media for customer support is increasing – in fact, it has increased by over 21% in 6 months. However, response rate dropped by 2.5% and response times increased by 4%. It is obvious that brands are finding it difficult to cope with the sheer volume of questions
  • – Some industries are closing the gap between posting and answering – utilities and retail for example – yet brands are posting an average of four times more than they answer their customers.
  • – Companies in the real estate sector are the worst, as they post 11.7 times more promotional material than replies to the public
  • Media and entertainment companies post 8.4 times more posts than replies

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  • – Education has the quickest response time versus the consumer goods and services industries that are 40% slower.
  • – Again, utilities and retail are doing better, replying to roughly 1 in 5 messages… Media and entertainment responds to only 1 in 12!
  • – Brands in Asia receive more than 3 times as many messages that require attention versus brands in Europe, Africa or N. America.
  • – Brands in the Middle East are receiving more messages that require a response versus message overall message volume, which has actually dropped
  • – Yet, the Middle East is the best-performing region with a response rate of 13.1% at the expense of the response time which increased 14%
  • – European companies answer 28% quicker

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Here are some tips in order to improve your customer care on social media

  • – Develop a holistic social customer care strategy (If you care about your customers, fit them into your social strategy)
  • – Equip yourself with the right tools to execute it (Be it software, hardware, or human capital, you WILL need it to succeed)
  • – Actively listen and provide timely answers (Be a good listener!)
  • – Be authentic (This we have repeated many many times!)

Find more information about this topic in the infographic below, thanks to Sprout Social.

Sprout-Index-2015-Infographic-wersm


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