Customers do not use Social Media just to complain

Although customer service through social channels is still a utopia, it is expected that in the near future companies will finally adopt this means to serve their customers. These, for their part, already resort to social networks to make themselves heard. The 2.0 means as a speaker for his message, a new power that they do not think to give up. 

This power encourages customers to demand more attention from brands. According to the survey published by the Institute of Customer Service in the United States (ICS), complaints by users have increased 8% compared to 2008, despite having less reason to do so. 

Instead, users not only approach social networks to complain, but also share their positive experiences, Even more often than negative ones. In the media and social networks, a satisfied user speaks in favor of the brand 5 times more than in the offline medium; While in the case of criticism is reduced to 3. One important fact that comes out of this, and which companies have to take into account is that users in social media contribute to improve the online reputation of the brand; These recommendations also have a positive impact on their environment. 

Regarding the use of social networks as a channel to transmit their relationship with the brand, American users use it for different purposes: One important fact that comes out of this, and which companies have to take into account is that users in social media contribute to improve the online reputation of the brand; These recommendations also have a positive impact on their environment. Regarding the use of social networks as a channel to transmit their relationship with the brand, American users use it for different purposes: One important fact that comes out of this, and which companies have to take into account is that users in social media contribute to improving the online reputation of the brand; These recommendations also have a positive impact on their environment. Regarding the use of social networks as a channel to transmit their relationship with the brand, American users use it for different purposes:

  • 50% of the clients go to social networks to raise a specific problem, in search of a direct response.
  • 48% congratulate the company for the good service provided
  • 47% openly share what their brand experience has been like
  • 46% download their frustration about their bad experience
  • 43% ask their friends how they should act to improve their experience

As for the adoption of this means of communication 2.0, young people are those who prefer it compared to other traditional media, such as the telephone. 37% of consumers between the ages of 18 and 24 bet on this medium, along with 35% of those aged up to 34 years and 31% of those under 45. From here the percentage of fans goes down to 1 Of every 4 consumers between 45 and 64 years old and 17% of those over 65. 

Those customers who use the 2.0 medium to publicly express their opinion about the service provided are also those who feel more involved with the brands, such It is the case that 51% of them interact with them several months a month. For this reason, consumers expect their company to respond, using the same path. 46% bet that the company will take care of them through Facebook, 29% using their corporate blog, 27% through a forum enabled for that purpose and 17% thanks to Twitter. 

Another very important factor to provide effective care through social networks is the response time. So on Twitter 30% of customers expect to get a response in less than half an hour, 23% gives a 2-hour deadline and another 30% indicates that it should be on the same day. In the case of Facebook, 22% believe that the response within the same day is an acceptable deadline and 16% expect it to occur within the first 30 minutes. 

The goal is for companies to be aware of the importance of properly serving their customers through social networks and to act in this regard, So that customers feel heard, and the moment a problem arises, know that they have a backing from the brand. 

Have you ever addressed a company through social networks? Did you get an answer?

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