If you want to complain about a product or service, how would you normally get in touch with the company that has caused you to complain?
Call the customer contact number? Send an email detailing your complaint?
A new survey of 2,000 consumers has found that the fastest and most reliable way to now complain and get something done is by using social media.
Over 80% of customers reaching out to complain via a social media channel have a response within 12 hours, compares to just 37% who got a reply in the same timeframe when using email.
A recent blog on The Retail Bulletin explains this difference as the natural difference between different types of contact channel. For example, if you actually wrote a letter and mailed it then it would be ridiculous to expect a response using the same channel within 12 hours.
However, despite the various channels having natural differences in the time needed to answer, and also the time that a customer would expect to wait, there is a need to harmonise service levels across all channels. Customers cannot get far better service using one channel than another, they should be able to get in touch using the channel they prefer with an expectation that the brand will get back to them as soon as possible.
Social media may now appear to be the fastest way to reach the customer service team, but it’s important for brands to not forget that their other channels – particularly voice – still handle more enquiries. All channels needs to be as good as each other.
Photo by Robert Couse-Baker licensed under Creative Commons