Social customer service platform, Sentiment, has analysed and benchmarked four online retail brands to compare their performance around customer service, satisfaction and complaints on Twitter.
The brands in question are boohoo.com, Simply Be, ASOS and Missguided, and it’s interesting to see the variations between the four.
One thing that’s apparent from this research is that the more buzz there is around a brand, the higher the proportion of complaints they are likely to receive. During the week under review, ASOS received significantly more mentions than the other three brands and 65% of those were complaints. When looking at the other brands, the percentage of complaints drops in proportion to the amount of buzz until we see that Simply Be received 257 mentions, and only 18% of those were complaints.
When digging in to who complains, it’s evident that all brands should have a process in place for dealing with influential customers. During this one week period all four brands received complaints from customers with large followings, and in the case of boohoo a customer with over 100,000 followers tweeted that “I recommend none of you ever buy from @boohoo_cshelp ever.” The importance of helping that particular customer and quickly trying to change their opinion is palpable.
So, what were customers complaining about? Not receiving a fast reply was responsible for over 200 complaints, with one ASOS customer complaining about a 17-hour wait for a response on Twitter. In a world where 80% of consumers consider ‘real-time’ to be two minutes or less, there is a lot of work to be done.
The research has also highlighted possible flaws with other customer service channels. For instance, a number of boohoo customers were confused about whether an order made on a Friday would arrive on Saturday and many others had similar shipping enquiries. A strong FAQ section on the website could have cleared up many of these issues without the customer having to seek out help, so using a social media monitoring tool to look back and analyse complaints is crucial for identifying trends and making improvements elsewhere.
Despite this, most contact centres still don’t use social media monitoring as a tool for capturing customer feedback.