Social Care Response Can Boost Brand Perception

By August 14, 2014Newsletter

August 13, 2014

Social media is the preferred customer service channel for just 2% of consumers, far behind phone (43%) and email (22%), however, respondents aren’t shy about using social to interact with brands: 35% claim to have asked a customer service question on social media, while 35% have complained about a brand and 52% have praised a brand. Among those that got a response, 51% said it gave them a somewhat or much more favorable view of the brand.And research from Bazaarvoice has shown that brands can benefit from responding to negative reviews; however,1 in 5 brands rarely if ever respond to complaints on social media.

However, the average response time for brands was longer than a day. 38% of survey respondents said they expect a response on social media in less than 1 hour, 29% expect a response within 24 hours, with only 8% expecting a response within 48 hours and roughly one-quarter said they don’t expect a response at all.

Social isn’t the preferred choice for a rapid response, though. Asked which channel they would use if they needed a fast or immediate response, a leading 57% of respondents cited the phone, followed by live chat (24%). Just 1% said they would use social media.

About the Data: Parature’s “2014 State of Multichannel Customer Service Survey” was conducted online using a third-party opt-in survey tool. Approximately 1,000 U.S. consumers were surveyed, equally divided between male and female and ranging in age from 18 – 79. Some 54% of respondents are aged 18-39 and 17% have income of at least $100k.


About Holly Berry