Whether your customers are in-store or online, they expect quick resolution of their questions and issues on social. According to a report of top US retailers our team conducted this past July, the average response time across all companies – 11 hours 15 minutes – was much slower than what is now expected. In fact, a study by Edison Research found that 42% of consumers complaining on social media expect a response within 60 minutes.
How does your brand stack up? Here are 3 challenges facing retailers and 3 ways in which your business can benefit from implementing an effective social customer service program.
Social Media Challenges Facing The Retail Industry
1. A highly-engaged customer base creates unmanageable volumes for customer service. With record levels of engagement on social marketing campaigns, complaints spread quickly. Discovering customer issues that require a response can be hugely time-consuming.
2. Marketing value needs to be protected. Social media campaigns can go horribly wrong if content is not effectively protected from public complaints, wasting significant time and resource. To keep the focus on your campaign, you need the ability to rapidly sift through and take action on any questions or complaints that might arise.