Room for Improvement in Retailers' Social Customer Service - eMarketer

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Room for Improvement in Retailers' Social Customer Service

Response rates are above average on Facebook

December 14, 2015

Retailers appear to be getting something right with Facebook-based customer service, according to research from Socialbakers. But there’s plenty of room for improvement—including on other social platforms.

Leading Industries on Facebook, by Question Response Rate, Q3 2015 (among questions tracked by Socialbakers)

In Q3 2015, retail was among the four leading industries in terms of their response to questions posted by consumers on Facebook. Retailers answered 78.0% of user questions on the social network, ahead of a 75.5% average for all industries. And it took retailers less than 25 hours, on average, to respond. The average corporate Facebook presence overall responded in about 27.5 hours.

But the other leading industries studied performed significantly better by both metrics. Telecoms responded to 88.6% of questions, and did so in less than 12 hours. In third place, finance brands responded to nearly 83% of questions in 17 hours 24 minutes.

And on Twitter, retailers did not make the top four. Telecom led again, followed by finance, airlines and service-sector companies. Notably, the bar was also much lower: The average response rate across industries was 32.1%, though the average response time was lower, at 10 hours 11 minutes.

Twitter Customer Service Metrics Among US Retailers, by Category, Q3 2015

Also in Q3, Eptica examined customer service metrics on Facebook and Twitter across various retail sectors. On Facebook, jewelry retailers had the highest response rate to questions, at 80%, while toy and hobby retailers were least likely to respond, at 46%.

The same study on Twitter found that health and beauty retailers had the highest response rate, at 41%. Food and drug retailers were on the other end of the spectrum, answering just 14% of questions posed to them on Twitter.

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