Social media analytics platform, Socialbakers, has released their latest quarterly report looking at how responsive different brands and industries are when dealing with customer service issues on Twitter and Facebook.
Overall response times dropped by 12% in Q4, which is encouraging progress and would suggest that companies are either devoting more resource to responding to customer queries, are operating longer hours or have more efficient processes in place. Hopefully it’s a combination of all three.
Interestingly, more customer care requests are coming in via Twitter (59%) than Facebook (41%), yet brands are responding more often on Facebook than Twitter.
When breaking down the data by industry, airlines are leading the way by responding to 76.4% of questions on Facebook and 56.3% on Twitter against an overall average of 59.4% and 40.6%. Alcohol brands are lagging behind, responding to only 32% on Facebook and 23.2% on Twitter.
Whilst this gives us a useful insight into how seriously different industries are taking social customer service on a global scale, brands also have to tackle the question of quality. As well as monitoring response rates and response times, there are a host of other metrics that companies can track including time to resolution, customer effort, customer satisfaction and average handling times (see 10 Ways to Measure Social Customer Service).
You can see all the data in the infographic below. You may also be interested in attending one of our social customer service workshops, webinars or conferences in 2014.