Social media has become an important tool for customer service. And when online consumers around the globe reach out to brands on social networks, they expect a rapid response, according to new research from Oracle.
While online users preferred to have several options for accessing customer service support – including social media, calling services, and instant messaging – nearly half (46%) expected companies to be present on Facebook. A much lower number – just 17% – expected brands to be present on Twitter.
Customers expect quick responses on both social networks: over half (51%) of Facebook users and over 80% of Twitter users expected to receive a response to their question or concern within 24 hours or less. And more than half of Twitter users expect a personal response within just two hours of tweeting their question or complaint. The report clearly indicates that “consumers anticipate that customer support is listening and participating in social media.”
Online consumers worldwide were also asked what is “most important” when they visit a company’s social media site:
- 62% of consumers were connecting to brands to find out product news and information
- 43% were looking for a direct response to their questions
- 32% were looking for coupons and promotions
- 31% expected direct access to customer service representatives or product experts
Are brands meeting these consumer expectations? Many don’t. Another study recently showed that 69% of B2B companies have no process for responding to customer feedback via social media, compared to 42% of B2C companies.
eMarketer sums it up well: “The potential return for brands that stay engaged on social networks is significant. Customers who have a great experience on social media can easily become brand advocates, and are already in the right place to spread the word.”
Data was based on a Q4 2011 survey of worldwide online consumers. Click here to download Oracle’s full report: Consumer Views of Live Help Online 2012: A Global Perspective.