Out of 15 industries, the retail sector ranked as the second most in need of help in establishing effective customer service through social media and was the second most complained about for social responsiveness.
September 28, 2017
Social media is fast becoming integral to modern life and with the rise of social sites like shopping community Depop, and the introduction of shopping functions on Facebook and Instagram, the lines between social media and marketing are becoming increasingly blurred.
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However, when these fields combine, consumers expect the same level of service through digital avenues as they would receive in person. Field marketing agency Credico UK is worried that brands are currently struggling to deliver and are leaving customers severely underwhelmed.
Recent research conducted by social media management platform SproutSocial appear to support these concerns. The study found that consumers have a poor perception of retail on social media. Out of 15 industries, the retail sector ranked as the second most in need of help in establishing effective customer service through social media and was the second most complained about for social responsiveness.
The report also found that currently, retailers are only responding to 19 percent of consumer questions sent through social platforms, meaning that a massive 81 percent of questions are being ignored. Furthermore, when brands do respond to these questions, it takes them an average time of 10.6 hours which Credico UK feels simply isn’t good enough.
“When asking a brand a question online, the majority of customers expect an answer within 30 minutes to an hour. Unfortunately, many brands don’t have the dedicated teams to respond to customer queries…