We’ve written about the incredible growth of Social Media as a resource for consumers to handle customer service issues and that it’s become an expectation, not an option. Businesses are witnessing a seismic shift in customer service dynamics, with social media becoming the dominant platform for consumer-brand interactions. What’s disconcerting is that many of them are still ignoring the repercussions.

An overwhelming 90% of surveyed consumers have used social media in some capacity to communicate with a brand, indicating a clear preference over traditional channels like phone and email.

Provide Support

It’s not uncommon for social media and search algorithms to reduce the visibility of brands that are unresponsive, either. That means you’re not just impacting your retention and loyalty efforts, you’re directly damaging your acquisition efforts.

Imagine spending millions of dollars on your marketing efforts, only to have your reputation and visibility destroyed by simply not responding to a consumer request in a timely manner. It’s happening!

Key Social Media Customer Service Statistics

The implications of social media interactions are significant for revenue, as poor responses—or worse, no response—can lead to a 15% increase in the churn rate for existing customers. Meanwhile, a positive engagement on these platforms can foster deeper brand loyalty; nearly half of all respondents reported that a personalized response via social media strengthens their brand loyalty.

• 90% of consumers have used social media to communicate with a brand.
• Over a 250% increase in Twitter customer service interactions in the last two years.
• 36% of people have used social media to shame a company for poor customer service.
• 46.7% of respondents feel a personalized response from a brand would strengthen their brand loyalty.
• Brands engaging on social media see an 88% increase in customer loyalty.
• Social media complaint responses can boost customer advocacy by 25%.
• 71% of consumers who experience positive social customer care are likely to recommend the brand to others.
• Millennials (aged 18-34) are 53% more likely to use social media for customer service than any other age group.
• 47% of consumers aged 18-34 have used social media to complain about a brand’s customer service.
• 67% of global consumers expect a response from customer service on social media within 24 hours.
• 32% expect a response within 30 minutes.
• 70% of customer service complaints on Twitter go unanswered.
• 72% expect Twitter complaints to be responded to within an hour.

The direct correlation between brand engagement on social media and customer loyalty is quantifiable. Brands that engage on social media see a 88% higher chance of loyalty from their customers, and responses to queries on these platforms can amplify customer advocacy by as much as 25%.

Millennials, in particular, exhibit a greater inclination to engage with brands through social media. Respondents aged 18-34 have shown a 53% likelihood of using social media for customer service more than any other age group, with 81% expressing a preference for social media over traditional customer service routes.

Global statistics reinforce the need for brands to be more responsive and timely in their social media interactions. A considerable 67% of consumers expect a response from customer service on social media within 24 hours, and the expectation for speed is only increasing, with 32% expecting a response within 30 minutes.

The stakes are high, as 70% of customer service complaints made on X go unanswered, leading to customer dissatisfaction. Conversely, 72% of people who complain on X expect responses within an hour, suggesting that timely responses are not just preferred but anticipated.

Tips for Social Media Responsiveness

To capitalize on the social media customer service trend, brands should consider the following best practice checklist:

• Select the most appropriate social media platforms for the business’s unique audience.
• Allocate dedicated resources specifically for managing social customer care.
• Actively monitor social media mentions and respond promptly when needed.
• Recognize the critical importance of response speed in customer satisfaction.
• Maintain a professional yet personal tone in communication.
• Ensure responses are authentic and avoid canned responses unless absolutely necessary.
• Refrain from switching communication channels unless it is essential.
• Leverage an existing knowledge base to streamline customer service and facilitate ease for consumers.

These actionable tips underscore the evolving nature of customer service where responsiveness, personalization, and strategic engagement on social media are key to nurturing brand loyalty and driving business success.

©2024 DK New Media, LLC, All rights reserved.

Originally Published on Martech Zone: How A Lack of Social Media Responsiveness is Destroying Your Customer Retention (and Acquisition)