Conversocial Releases New Social Customer Service Performance Report

According to a report from Conversocial, a social customer service platform provider, many top retailers have yet to adopt social customer service best practices, despite several instances of customer discussion about the brands on social media channels.

The report analyzes factors such as time to respond, responsiveness to customers, use of a social media management system and support on both Facebook and Twitter,

The average response time across all companies – 11 hours 15 minutes – was also much slower than what is now expected. More than 50 percent of consumers expect to get a response in less than two hours.

By contrast, Go Daddy, a provider of social customer care, has an average response time of less than one hour and has agents dealing with 200 issues per week.

“The disconnect between consumer expectations and actual response time suggests that most social customer care teams are drastically understaffed, and unable to keep up with demand,” said Conversocial CEO Joshua March, in a statement. “If your agents have to deal with more than this, it’s a good indication that you are understaffed.”

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Social customer care is no longer controlled by brands, but by customers who are increasingly vocal about their experiences in the social media. If you haven't implemented social care, now is the time to do so. That was the message from Patricia Graca, director of support, social media, at Hewlett-Packard, who kicked off the second day of the Customer Service Experience conference.

Posted August 21, 2013