Even though more companies are placing a premium on offering customer service via social, a new study by NICE and BCG shows that consumers are frustrated with the long wait time when they go through social media to have an issue addressed.
In 2013, 36 percent of people surveyed said they had used social media for customer service. This year, that number fell to 29 percent.
The main reason why people avoid social for customer service? Your brand is too slow to respond.
Miki Migdal, president of NICE Americas, discussed the changing attitudes of consumers in a press release:
This year’s survey serves as further proof that customer service is becoming more complex and more critical for a company’s success. When an organization can create a perfect experience, there are many dividends, and as the report’s findings make clear, ample room for improvement creates many opportunities for businesses to set themselves apart.
Increasingly, people look to mobile apps for customer service. BCG and NICE found that the percentage of those surveyed who used a mobile app for customer service is on the rise.
BCG and NICE also looked at the preferred channel of communication by vertical.
Social media did not perform well in the three areas studied: financial services, telecom and insurance. While text was the least-preferred method for all three verticals, social media never received more than 5 percent of the vote. Most consumers surveyed would strongly prefer customer service via the website, with a physical interaction and talking to a live rep also popular choices.
Readers: How often do you turn to social media for customer service?
Read the full study here.
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