20 social customer care statistics

1 June 2015

by Dionne Lackey

“You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied” (Jerry Fritz)

Customer service is the new competitive battleground and social media is giving businesses an opportunity to rewrite the service rule book, do something fresh, humanize their brand and build trust and loyalty.  Early adopters such as KLM understand the value of a strong customer-centric social engagement strategy.  The airline's social media manager Gert-Wim ter Haar told VentureBeat’s John Koestier:

“It’s first about service, then brand and reputation, but also about commerce … we have to make money.”

(For the money bit, KLM shared a key metric to demonstrate its ROI.  The 150 agents who support its customers are each worth around $170,000 in annual revenue).

So, service, reputation and commerce.  What do the numbers say about these three cornerstones of customer engagement?  We’ve rounded up 20 social customer care statistics to help brands understand the value of engagement to offset against the cost of not doing so. 

 The outlook for contact centres

1. 75% of contact centres view service as a competitive differentiator (Dimension Data)

2. 35% of all contact centre interactions are digital and if growth continues at the pace it is, it will overtake telephone contact by 2017 (Dimension Data)

3. 67% of companies believe that social customer service is the most pressing short-term priority for the contact centre (Forrester)

4. Up to 40% of contact centres think that their tech is not fit for purpose for their current service needs. Looking to future, almost 80% think their tech will not be suitable (Dimension Data)

 The cost to serve

5. Social customer care costs around $1 per interaction while phone support costs at least $6 (NM Incite)

6. 70% of consumers would use channels other than the phone if they felt confident they could get resolution on the first attempt (Ovum)

If you haven’t got your ear to the ground, you’re not listening

7. 59% of questions and complaints on Twitter go unanswered (West Interactive Infographic)

8. 45% of retailers ignore enquiries on Twitter because they do not have resources to manage the channel, despite the fact 88% have a Twitter presence (Eptica)

9. Not answering customers on social channels can lead to a 15% increase in the churn rate for existing customers (Gartner)

10. 31% of tweets containing company names don’t include their Twitter handles (Econsultancy)

Social customer service needs a sub 60-minute makeover

11. 66% of consumers expect a response on social media within an hour.  56% of consumers want a response within 30 minutes (Ovum)

12. 72% of customers who post a complaint on Twitter expect a response within an hour (West Interactive Infographic)

13. The average retailer response time on Twitter is 4 hours and 5 minutes (Eptica)

 Effective engagement and repeat custom

14. 39% of people who use social actively give feedback (Institute of Customer Service)

15. 31% of social media users use the channel to make pre-sales enquiries (Institute of Customer Service)

16. Happy customers will spend 40% more with a brand (Bain & Co)

Handling customer complaints

17. 76% of customers stop doing business with a brand following a bad experience (Ovum)

18. 25% of social media users in the UK use social channels to make a complaint (Institute of Customer Service)

19. 12% of customers turn to social to escalate their complaint after failing to resolve an issue on traditional channels (Institute of Customer Service)

20. 71% of consumers who experience positive social customer care are likely to recommend the brand to others, compared with just 19% of customers who do not get a response (NM Incite)





Tags:Customer care customer engagement Customer Service KLM Social media statistics VentureBeat
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