With the persistently growing popularity of social media amongst users of all ages and from diverse backgrounds, it has become a common practice for companies to offer effective customer service through this efficient medium.
But the question that arises is whether companies are utilizing the different social media platforms competently, to provide their target market with customer service assistance, guaranteed to offer their clients a prompt and professional response.
The answer to the question lies in the wide gap between what customers want and what is provided to them. Nowadays, buyers have become very well informed and are well versed with all the industry happenings, which depicts that they are highly likely to switch from one brand to another if they feel that their needs are not being met adequately. A poor customer service can very well cost business to a company, with it losing market share to the competitor.
But while social media has made it quite easy to ensure the prompt customer service of a company, any negligence is also regarded as a complete lack of efficient assistance by the clients. There is an urgent need to bridge the gap between client expectations and the provided customer services in order to make ideal use of this highly beneficial media.
Understand Customer Expectations
Understanding client expectations, with respect to the customer service assistance they require, is vital to ensure growth of the company. According to research, around 42% of the consumers expect a response by the company on social media within 1 hour of posting a query or a complaint.
Around 32% of customers were even reported to have expectations of being responded within 30 minutes of posting their complaint on the company page on a social media channel. Potential clients were also reported to expect similar response timing on weekends as weekdays. This expectation was shared by approximately 57% of the customers.
About 72% of customers of a brand expect a prompt response within the hour against their filed product complaint. It is an expectation which is not met by companies promising effective customer service to clients.
38% of the customer market asserted that they experience negative feelings towards a company when they fail to receive a timely response from them. These negative emotions of the target market can very well cost a company its business and cause a loss in market share to the competitor.
The Actual Response Time Period
Though the above stated customer expectations clearly specify that the clients require prompt response within one hour of their posting of a complaint on a social media platform, brands have been noted to take around at least 24 hours on Facebook, and about 11 hours on Twitter to respond to a query or complaint.
There is an urgent need to ensure that the gap between expectations and offered services does not widen and is in fact closed effectively in order to provide the client market with highly efficient customer service through a very effective medium.