Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Study: 72% Of Consumers Expect Brands To Respond Within An Hour To Complaints Posted On Twitter

Study: 72% Of Consumers Expect Brands To Respond Within An Hour To Complaints Posted On Twitter | Public Relations & Social Marketing Insight | Scoop.it
From marketingland.com - October 31, 2013 2:46 AM

A new study from social software provider Lithium reveals 53 percent of consumers expect a brand to respond to a tweet within an hour. That number jumps to 72 percent of consumers expecting a response if the tweet is a complaint about the brand or its products.


Lithium commissioned Millward Brown Digital to conduct the study evaluating consumer expectations when interacting with brands on Twitter. Surveying 501 respondents who claimed they actively engaged with businesses on Twitter, the study found a brand’s response time to tweets can significantly impact the brand’s overall reputation.


When asked how quickly a response is expected from a brand on Twitter, 65 percent of the survey participants said they want a response in two hours time or less, with 20 percent expecting a response in 30 minutes or less....

Jeff Domansky's insight:

Great expectations of "social service" consumers but not many companies will be capable of meeting these expectations or able to staff and afford it. Interesting times ahead!

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Rakesh Raghuvanshi's curator insight, October 31, 2013 5:28 AM

Or els why be on twitter at all ....Right consumers ?
Vassili Daronnat's curator insight, October 31, 2013 6:21 AM

L'ampleur du décalage entre les attentes des consommateurs et les moyens mis en oeuvre pour y répondre laisse rêveur ! Les posts de Community managers ont de beaux jours devant eux...
Juergen Kosel's curator insight, October 31, 2013 9:44 AM

In my opinion Twitter is not the right place to expect customer service, only if the company offers it explicitely.
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How Social Media Is Changing Customer Service (And Why Big Brands Must Try Harder) | AllTwitter

How Social Media Is Changing Customer Service (And Why Big Brands Must Try Harder) | AllTwitter | Public Relations & Social Marketing Insight | Scoop.it
From www.mediabistro.com - August 7, 2013 12:12 PM

What do you do when you have a problem with a brand’s product or service?You go online, right?


You’re not alone. Close to six in ten (57 percent) of customers search for a solution online before taking any further action, and they’re increasingly reaching for a brand’s social media outposts. Almost half of social media users (47 percent) have received customer care on a channel such as Twitter or Facebook, and 37 percent now prefer customer service through social media rather than by telephone.


But brands still have work to do. While 80 percent of Twitter users expect a response to a consumer service enquiry within a day, just 40 percent of tweets to the 25 largest online retailers are answered within 24 hours, and many are ignored altogether....

Jeff Domansky's insight:

More challenges ahead for businesses hoping to deliver "social service" online. Consumer expectations for instant service online are growing exponentially. Not many businesses will be able to deliver consistently and then the online fireworks will start. 

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Why focusing on delighting your customers is a stupid strategy

Why focusing on delighting your customers is a stupid strategy | Public Relations & Social Marketing Insight | Scoop.it
From www.inflexion-point.com - August 25, 2013 1:21 AM

...If you read the profiles of many of the heads of customer service on LinkedIn (or the service areas of their company’s websites), you might be forgiven for concluding that they were almost all focused on the lofty goals of “exceeding customer expectations” and/or “creating customer delight”. Maybe your organisation claims the same.


But ground-breaking recent research by the CEB (the organisation that brought you “The Challenger Sale”) makes a strong case for all this talk of delighting customers being a stupid and – for almost every company on the planet bar a few shining stars – ultimately unprofitable strategy. As anyone who has had cause to phone O2’s customer service line (note: other mobile phone companies offer an equally awful experience) will recognise, I think most of us would be prepared to sacrifice the occasional opportunity to have a truly “wow” experience in return for not ever having to suffer any more of the much more common “doh!’ experiences....

Jeff Domansky's insight:

The latest research from the CEB confirms that investing in customer delight is, for most of us, a stupid and unprofitable strategy. Here's why in this provocative post.

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Jeremy Pollard's curator insight, September 17, 2013 1:08 AM

In the spirit of the CEBs "Challenger Sale" thinking, I challenge the headline (provocative and attention grabbing, yes) and the simplistic (for me, in B2B) idea that "customer service" is only about handling customer complaints. This does raise valid points about not benefiting from OVERservicing compaints. But please do not be distracted by this from the real issue, which is the need to have very high customer insight, empathy and initial service intent & delivery.
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Why Online Reviews Matter | Social Media Today

Why Online Reviews Matter | Social Media Today | Public Relations & Social Marketing Insight | Scoop.it
From socialmediatoday.com - May 3, 2013 9:33 AM

With business priorities you manage, how important are online reviews, really, for you? Answer: Very. The stats very clearly show why....

 

You know generally that reviews are important for your business, and you may even know that they are becoming more imperative every day. But with all the day-to-day business priorities you manage, how important are they, really, for you?

 

Answer: A lot.

 

A great infographic just came out on this topic with some great statistics to share here. Depending on how your reviews currently stack up, some of these numbers are good and some are bad, but all are noteworthy:

- 75% of reviews posted on review websites are positive.

- 95% of unhappy customers will return to your business if an issue is resolved quickly and efficiently.

- 71% agree that consumer reviews make them more comfortable that they are buying the right product/service

- 70% of people consult reviews/ratings before purchasing....

Jeff Domansky's insight:

The consumer reviews are just in and according to a new research study they matter A LOT! you can run but you can't hide from poor business reviews on social media. Better to have a strategy and respond because the research shows the advantages of doing so. This is must read for marketers.

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