State of Social Customer Service Report 2012

Positive experiences equate to a higher rate of customer recommendations

Consumers who encounter positive social care experiences are nearly three times more likely to recommend a brand to others

Effective social care gives brands a big advantage. Customers who walk away with a positive experience are three times more likely to recommend that brand (Figure 5). Factoring in the number of friends and family that see the outcome of a social care interaction, and the immediate accessibility the customer has to tweet or post about the positive experience, the potential reach of an effectively executed response can be momentous.

FIGURE 5: LIKELIHOOD USER WOULD RECOMMEND BRAND TO OTHERS BASED ON MOST RECENT SOCIAL CARE EXPERIENCE

 

Seventy-one percent (71%) of those experiencing great social care are likely to recommend a brand based on their most recent experience, compared to 17% of customers that have a somewhat negative experience.

Seventy percent (70%) of social care users are likely to use social care again if served satisfactorily, accelerating the influence and engagement in social care among consumers. If a company responds quickly but does not solve the issue, only 41% are apt to try social care again (Figure 6).

So how quickly does a company need to respond? The majority of Twitter and Facebook users, 83% and 71% respectively, expect a response from a brand within the same day of posting. More than 50% of Twitter social care users expect a response within two hours of posting.

FIGURE 6: LIKELIHOOD USER WOULD USE SOCIAL CARE AGAIN BASED ON MOST RECENT SOCIAL CARE EXPERIENCE

 

70% of social care users satisfied with their experience are likely to use that form of customer service again. of customers who have an unsatisfactory experience, only 41% are apt to try social care again.

Customers want social care on Facebook & Twitter

Facebook is the most coveted social media platform for social care among consumers

There is a wide variety of social media platforms that consumers turn to for social care. Among social media users, consumers are most likely to comment on or ask a question about a company’s product or service on Facebook, both on the company’s page (29%) and on their personal page (28%), followed by the company’s blog (15%) and then by Twitter, both on a personal handle (14%) and a brand handle (13%) (Figure 7). This preference is consistent across age and gender. Individuals aged 18 to 34 have a higher likelihood of posting on Facebook and Twitter than those aged 35+ (Figure 8).

 

FIGURE 7: CHANNELS SOCIAL MEDIA USERS ARE LIKELY TO USE TO COMMENT ON OR ASK A QUESTION ABOUT A COMPANY’S PRODUCT OR SERVICE

FIGURE 8: CHANNELS SOCIAL MEDIA USERS ARE LIKELY TO USE TO COMMENT ON OR ASK A QUESTION ABOUT A COMPANY’S PRODUCT OR SERVICE BY AGE GROUP

 

 

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