how fast is fast enough: new research shows how fast companies have to respond in social media
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How Fast IsFast Enough?
New Research Shows How Fast Companies Have to Be
in Social Media
I worked with Edison Research to design a study on the science of complaints that powered my new book, Hug Your Haters.
I expected to discover that speed of response would have the greatest impact on customer advocacy; that being fast would be the currency of satisfaction when it comes to customer service.
We learned a lot from our research. We learned that when it comes to customer advocacy, there’s one thing more important than speed. That’s what I want to share with you in this ebook. Enjoy!
Many Customer Complaints are Never Answered.
1/3 of complaints are NEVER answered, most of them
in social media.
Many Customer Complaints are Never Answered.
You should answer
Every Complaint,in Every Channel,
Every Time
25%Answering a complaint increases customer advocacy
by as much as 25%
Not answering a complaint decreases customer advocacy
by as much as 50%50%
Do You Need to Answer?How Fast
5
expect a reply in
complain in social media40%40%
6060minutes.
The average response time from businesses is
5 hours!
of customers who
And many companies NEVER reply to
customers in social media AT ALL.
2
It takes businesses an average of
4444 hours to reply to a customer email.
2 days!That’s too long.
It’s almost
People think they are being IGNORED
when email responses are too slow.
And then they go to social media to be
HEARD.
When a customer calls in a complaint,
speed of response is the MOST IMPORTANT FACTOR in customer satisfaction.
Speed is MORE IMPORTANT than
accuracy,
When a customer calls in a complaint,
accuracy,
speed of response is the MOST IMPORTANT FACTOR in customer satisfaction.
Speed is MORE IMPORTANT than
accuracy,
When a customer calls in a complaint,
accuracy,
speed of response is the MOST IMPORTANT FACTOR in customer satisfaction.
friendlinessfriendlinessSpeed is MORE
IMPORTANT than
or truthfulness.
accuracy,
When a customer calls in a complaint,
accuracy,
Speed is MORE IMPORTANT than
speed of response is the MOST IMPORTANT FACTOR in customer satisfaction.
friendlinessfriendlinessor truthfulness.
And that’s the truth!
Are Customers With Your Speed?How Satisfied
70%
60%
50%
40%
30%
20%
10%
Social Media
Responses received within 24 hours
Satisfied with response time
0
Today, 63 percent of social media complainers are happy with how quickly businesses
respond in the channel.
Social Media Haters are Satisfied Today
Percentage of responses received within 24 hours, and haters’ satisfaction with
response time, by channel
70%
60%
50%
40%
30%
20%
10%
Review Sites
Responses received within 24 hours
Satisfied with response time
0
Nearly two-thirds of the people complaining on a review site are happy with response times from businesses, and 48 percent of
the replies received occur within twenty-four hours.
Haters’ Expectations on Review Sites Not as High
Percentage of responses received within 24 hours, and haters’ satisfaction with
response time, by channel
70%
60%
50%
40%
30%
20%
10%
Responses received within 24 hours
Satisfied with response time
0
E-mail doesn’t fare as well. Only 61 percent of haters are
satisfied with response time. This is perhaps because only 52
percent of e-mail complaints are addressed within twenty-four hours.
E-mail Haters are Less Satisfied than
Phone Haters
Percentage of responses received within 24 hours, and haters’ satisfaction with
response time, by channel
80%
70%
60%
50%
40%
30%
20%
10%
Phone
Responses received within 24 hours
Satisfied with response time
0
Of haters who complain by phone, 75 percent are satisfied with response time. Businesses handle 67 percent of telephone
complaints within twenty-four hours.
More than Two-Thirds of Telephone Haters
are Satisfied
Percentage of responses received within 24 hours, and haters’ satisfaction with
response time, by channel
You Get Faster?How Do
Make someone on your
team accountable.1
If it’s not someone’s job, it’s easy to accidentally IGNORE customers.
2
ONLY 3% of customers who mention a brand on Twitter
use its @ handle.
Listen harder. Use software tofind complaints.
3
The vast MAJORITY of your customer complaints fall into
a few situations that recur FREQUENTLY.
Role play internally and planfor scenarios and commoncomplaints and questions.
Get the Book.
HUGYOURHATERS.COM
The #1 BOOK on CUSTOMER SERVICE disruption that shows you how to HANDLE onstage and offstage haters
and turn them into fans!
Get the Book.
HUGYOURHATERS.COMIt’s one
click away!
The #1 BOOK on CUSTOMER SERVICE disruption that shows you how to HANDLE onstage and offstage haters
and turn them into fans!