Customer service is the new marketing. It’s not just about winning new customers, but also about retaining existing ones and customer service is a key component of the decision to stay or go.
Customers are now firmly in the driving seat when it comes to customer care and complaints. Social media channels provide a powerful platform to connect customers and prospects and the reach of social customers often far outweighs that of the organisation itself.
Today’s customers expect fast and efficient support and resolution via social channels.
Here are 10 key statistics to show why delivering good quality social customer care is key to improving customer satisfaction and retention.
- Answering a social media complaint increases advocacy by 25% (Convince & Convert)
- Not answering customers on social channels can lead to a 15% increase in the churn rate for existing customers (Gartner)
- Companies using social media to deliver support enjoy an 81 percent greater annual increase in revenue from customer referrals and an 11.2 times greater annual improvement in return on marketing investments compared to non-users (Aberdeen Group Social Customer Care: Three Steps to Best-in-Class Results)
- According to research from NM Incite, social interactions cost around a $1 per contact while phone support costs at least $6.
Scope to do better?
- Only 3% of customers who mention a brand on social media use its @handle (Convince & Convert)
- While 88% of businesses use social media for marketing, only 57% use it for customer service (Incite Group – State of Corporate Social Media 2017)
- 65% of customers now talk to businesses via social messaging apps ( Mobile Ecosystem Forum and Mblox)
- 77.5% of businesses recognise CX as the most important strategic performance measure (Dimension Data)
- Just 36% of organisations can track a customer journey that spans multiple channels (Dimension Data)
- Most contact centres (79%) do not think their existing digital customer service technology is future-proof (Dimension Data)
Read our playbook to learn more about how to improve the quality of your social customer service.