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How Fast is Fast Enough: New research shows how fast companies have to respond in social media

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Customers want an answer, and they want it now! New research from Jay Baer - included in his best-selling book about customer service - Hug Your Haters - shows precisely how fast companies need to respond to consumer questions and complaints on Twitter, Facebook, Instagram and beyond. This presentation and the corresponding research is a must for anyone in customer service, social media, digital marketing, customer success, and all business owners and managers that care about customer service, customer experience, customer retention, and customer satisfaction. For a LOT more on this topic, see HugYourHaters.com

Published in: Business

How Fast is Fast Enough: New research shows how fast companies have to respond in social media

  1. 5fccf5 How Fast Is Fast Enough? New Research Shows How Fast Companies Have to Be 
 in Social Media
  2. 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!
  3. Many Customer Complaints are 
 Never Answered.
  4. 1/3 of complaints are NEVER answered, most of them 
 in social media. Many Customer Complaints are 
 Never Answered.
  5. You should answer Every Complaint, in Every Channel, Every Time
  6. 25% Answering a complaint increases customer advocacy by as much as 25%
  7. Not answering a complaint decreases customer advocacy
 by as much as 50%50%
  8. Do You Need to Answer? How Fast
  9. 5 expect a reply in complain in social media40%40% 6060minutes. The average response time from businesses is 5hours! of customers who
  10. And many companies NEVER reply to customers in social media AT ALL.
  11. 2 It takes businesses an average of 4444hours to reply to a customer email. 2days! That’s too long. It’s almost
  12. People think they 
 are being IGNORED when email responses 
 are too slow.
  13. And then they go to social media to be HEARD.
  14. When a customer calls in a complaint, speed of response is the MOST IMPORTANT FACTOR
 in customer satisfaction. Speed is MORE IMPORTANT than
  15. 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
  16. accuracy, When a customer calls in a complaint, accuracy, speed of response is the MOST IMPORTANT FACTOR
 in customer satisfaction. friendlinessfriendliness Speed is MORE IMPORTANT than
  17. 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. friendlinessfriendliness or truthfulness. And that’s 
 the truth!
  18. Are Customers With Your Speed? How Satisfied
  19. 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
  20. 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
  21. 70% 60% 50% 40% 30% 20% 10% Email 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
  22. 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
  23. You Get Faster? How Do
  24. Make someone on your team accountable.1 If it’s not someone’s job, 
 it’s easy to accidentally 
 IGNORE customers.
  25. 2 ONLY 3% of customers who mention a brand on Twitter use its @ handle. Listen harder. Use software to find complaints.
  26. 3 The vast MAJORITY of your customer complaints fall into a few situations that recur FREQUENTLY. Role play internally and plan for scenarios and common complaints and questions.
  27. 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!
  28. Get the Book. HUGYOURHATERS.COM It’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!

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