The power of social media CIM has been underlined this week, as new research finds seventy per cent of consumers would return to a business that provides effective social customer service, tending to spend 21 per cent more on average.
The report, from a leading customer referrals expert, also finds 71 per cent of consumers are inclined to recommend a business to their social media connections following a positive social CIM experience. This is in comparison to the 48 per cent of consumers who will leave a brand’s site if they do not hear a response to a social media enquiry.
Unsurprisingly then, 73 per cent of companies have cited customer service as one of the main drivers for investing in a social media strategy, hoping to increase customer loyalty and reduce the burden on call centre staff.
However, reportedly only 36 per cent of social customer service requests are currently being effectively dealt with, suggesting the majority of companies may still be struggling to meet consumer demands via social media.
Partly, this is likely to be a result of the speed at which customer expectations have evolved in the mobile and social era, particularly since 42 per cent of Twitter users now believe brands should respond to their queries within an hour. Understandably, many businesses have been slow to react to this change, but are beginning to recognise the importance of dedicating resources to ensuring customer requests are promptly dealt with.
A more persistent issue though, is the disconnected approach some of these firms have taken to social media CIM, failing to integrate this new service channel with the more traditional options, including telephone and email. Using this isolated approach, brands are unable to monitor each customer across several channels. This means these firms cannot detect situations where consumers issue the same query to numerous channels and may end up significantly increasing their workload by responding separately to each repeated response.