The social media revolution of the last decade has seen the world become a much smaller place. Within a matter of seconds, news, information and media crisscrosses the globe in what is the most connected human civilization to date. It is now possible to stay in touch with your friends, family and customers through social media and social media has changed the way we all communicate. Stats that can be found on best website builder claim, that 90% of social media users have used social media to communicate with a brand. Unfortunately, brands only respond to 12.9% of information demand, while their customers expect so much more.
63% of customers expect brands in today's market to deliver social media customer care (SMCC). Social media is the number one preferred channel by people for their customer care needs. Social media is preferred by 34.5% of people, compared to 24.7% preference for website or live chat, 19.4% prefer email and only 16.1% still prefer the toll-free number or phone.
SMCC MARKET REALITY
Brands send 23 promotional messages for every 1 response given to their audience. 1/3 of all customer complaints on social media are ignored. 95% of customers' complaints on social media don't reach companies and what's worse is that 80% of companies believe they are delivering exceptional SMCC. Unfortunately, their customers don't agree and only 8% of their customers would agree that their SMCC is adequate.
Considering that a customer is 71% more likely to recommend a brand that has given them a positive SMCC experience, brands need to pull their socks up and bring their customer care departments into the 21st century. The benefits are easily assessable, with 75% of consumers sharing good experiences with brands on social media. Also, 30% of people are likely to recommend a brand that responds promptly on social media and 65% of people have more brand loyalty when their social media interactions with a brand are positive.
The customers of this social media age have spoken, their demands are not being met and it's time for brands to start paying attention or risk alienating their customers and losing them to the competition.