How quickly should your company respond to a question or a comment in social media? Unfortunately, many companies I know will respond “Never!”. It is a sentiment we hear a lot that most of the online complaints are from a handful of trouble makers and response will only make it worse.
Well, sorry guys but customers now expect quick and effective response to social media and companies that are not gearing up to meet these expectations will be left far behind.
A recent survey done by Social Habit found that 32% expect a response in less than 30 minutes, and a total of 42% expect a response within the hour. 24/7. How are major brands doing in their social response times? Social Media Influence has a great infographic that shows some brands social activity and response times. Wal-Mart responds in an hour and a half but to only 7% on inquiries while Target responds in 2:48 hours to 85%.
It seems like this is a new arms race and everyone expects these response times to go down and/or requests addressed to go up. Like all social media activity, the consumers and big brands lead the way but once the expectation is there, smaller brands and B2B companies will be expected to meet these new standards or risk a customer satisfaction issue.
This is especially important for companies that see Service as their competitive advantage, like agent based insurance companies, services companies and luxury brands.
A few guidelines for effective social customer care:
- Listen! Effective listening and feeding of social inquiries to the customer care team is a must. Even if you choose not to respond, knowing what is said in a timely manner is critical
- Connect the social listening and response management to your CRM. A large portion of complaints is related to recent purchases or an attempt to contact customer care in other ways that did not get results. CRM systems need to include a place for other identifiers for customer in addition to email and phone number. Facebook name, Twitter Handle etc. need to be part of the user profile. A social inquiry needs to be seen in context and the activity recorded for future interactions. This level of social customer intelligence is going to differentiate companies that do it right.
Direct service activities to a separate channel. To avoid cluttering the main FB and Twitter feeds with customer issues, create a special account for it and clearly set expectations as to when it is active. A great example is what the Microsoft XBOX team did on http://twitter.com/xboxsupport
- Set internal standards for response times and integrate these metrics into the overall customer care KPI’s.