State of Social Customer Service Report 2012

51% of social care users actively engage with brands several times per month, with 9% engaging on a daily basis

Social care is moving to the main stage of customer service. While on average 47% of social media users engage in social care, you can expect that nearly 1 in 10 of those individuals use social media for customer service on a daily basis (Figure 2).

FIGURE 2: FREQUENCY OF SOCIAL CARE USE

Of all consumers tapping social media for customer service inquiries, only 36% report having their issue solved quickly and effectively. Fourteen percent (14%) report the company engaging quickly but not solving their issue, and 10% report never receiving a response at all (Figure 3). It is important to respond quickly and effectively; companies that optimize for social care have the potential to cut costs internally while increasing customer retention and loyalty.

FIGURE 3: OUTCOME OF MOST RECENT SOCIAL CARE EXPERIENCE

Today’s consumers show a growing preference for using social media for customer service. Among 18-24 year olds, 37% prefer customer service through social media rather than the phone (Figure 4).

FIGURE 4: PREFERENCE FOR SOCIAL CARE OVER PHONE CUSTOMER SERVICE BY AGE GROUP

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