Foreword Online

Ideas, information and industry news for collegiate retailers

The Stats Behind Social Customer Service

Posted by Dean Asher on 7/29/14 11:00 PM
Topics: social media, college store customer service

If you've been reading Foreword Online, you know that engagement and customer service over social media are important. Here are the statistics to back it up, compiled in this post by Christopher Ratcliff at Check out the whole post for lots of visual infographics and more specific information, but read on here to get the short and sweet on how providing fast, helpful customer service over Twitter or Facebook can keep customers happy and get them back in store.

Giving customer service over Twitter and other social channels is not only becoming a necessary part of a brand’s social media presence but also one forced upon it by a consumer base who sees your unsuspecting brand operating in a public space and thinks “now I’ve got you!”

Of course this is only true of the brands that haven’t prepared well enough to deal with customers via social channels. Those that either ignore complaints, questions or even just rudimentary engagement.

There are many brands out there totally nailing social customer service, however if you need extra persuasion that bringing customer service to you social strategy is the right thing to do, here’s a collection of stats to give you that final push.

From a UK Social Media Statistics Compendium…

  • 42% of leading UK companies say that customer service is the most important skill required for real-time social community engagement.
  • Of the 4.8 million small businesses in the UK, nearly a quarter (23%) earn over £1,000 ($1694.64 USD) per annum through connecting with consumers on social platforms.
  • 49.5% of 18-24 year-olds have dealt with a brand through social media. 27.4% of 55+ age group have also dealt with a brand with social media.
  • 31% of marketers see increases in customer engagement from the use of social media.

What Motivates a Twitter User to Follow a Company?

  • Almost 10% of all brand mentions by a male follower are a complaint, as are 5% of brand mentions by a female follower.

From Lithium Technologies…

  • 53% of customers who ask a brand a question on Twitter expect a response within one hour.
  • However, if a customer makes a complaint to a brand using Twitter, that figure goes up to 72%.
  • If companies don’t respond within the one hour time frame, 38% of people feel more negatively towards the brand, and an impressively galvanized 60% will take action against the brand using social media.
  • 74% of customers believe that if they take to social media to criticize a brand, this leads to better service.
  • More than half of all Twitter users engage with brands, and that same number prefer Twitter to other traditional methods of communication when they need to contact them.

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