Social media users would rather post positive feedback to brands and companies than post a complaint according to the latest Customer Service Benchmark results from Voice of the Customer specialist eDigitalResearch.
The benchmark results reveal that, since the last wave back in March 2014 consumers are predominantly using social media as a method to give positive feedback. Of the 2,000 consumers surveyed who have used social media to contact a brand in the past year, 6% have used social media to send positive feedback about a company compared to 2% who said they have used this touch point to send a complaint. Given the nature of the platform and the ability for communication to be sent quickly on the move it's not surprising most consumers are using social media to send immediate feedback, however character limits make complex issues such as complaints a lot harder to deal with meaning that more people are likely to turn to other service channels.
The amount of users turning to social media as a customer service touch point within the past year has grown to 11%, of which over a third (36%) expect a response within six hours. However our analysis has found that overall satisfaction has decreased since the last wave suggesting that some companies are failing to live up to this expectation.
The study also found that live chat rated much higher than other digital touch points with a 73% satisfaction score. Users of live chat were much more satisfied than those using email, phone or post for their customer service queries. Live chat offers customers the ability to chat to a brand representative in real-time without the hassle of long delays, automated systems or dreaded 'hold' music. One third (37%) of those surveyed now expect to be able to contact a brand by live chat.
Derek Eccleston, Global Commercial Officer at eDigitalResearch, "The latest Customer Service Benchmark results suggest that the easier a company makes it for a customer to contact them, the more satisfied they are likely to be. Social media offers consumers the ability to quickly and easily contact a company - there's no long-winded automated systems, repetitive hold music or lengthy waiting periods. Brands who are executing their social media touch points well are clearly signalling to users when their social media team are available and how long they may have to wait, as well as allowing them to talk openly and honestly about their issues, queries or complaints".
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