I worked with Edison Research to design a study of the science of complaints that ultimately powered my new book, Hug Your Haters (visit HugYourHaters.com now to order and receive exclusive bonuses not available anywhere else, or ever again). Show
When I first conceived this project, I anticipated a far different set of findings. I fully expected to discover that in today’s world, speed of response would have the greatest impact on customer advocacy; that being fast would be the currency of satisfaction when it comes to customer service. But it’s not entirely true, at least not yet. Speed of response has an impact on overall customer satisfaction and the willingness of unhappy customers to embrace your business post-complaint. But the impact of speed isn’t massive. This is partially because when complaints ARE addressed, companies are doing a satisfactory job at answering them without delay. So the current problem – and the thesis of the book – is that many complaints are NEVER answered. If you want to retain customers with great customer service and customer experience, it’s not just about being fast, it’s about being everywhere. This is why the Hug Your Haters formula is:
How Fast Do You Need to Answer Complaints On Phone and Email?Of haters who complain by telephone, 67 percent are satisfied with response time, and 75 percent of today’s telephone complaints are handled by businesses within twenty-four hours. [contextly_auto_sidebar] E-mail doesn’t fare as well, with 61 percent of haters satisfied with response time on that channel. This is perhaps because just 52 percent of e-mail complaints are addressed within twenty-four hours.
How Fast Do You Need to Answer Complaints in Social Media?In social media and beyond, haters’ expectations for a speedy response are quite different.
This is despite the fact that 63 percent of social media complaints that are addressed are handled within twenty-four hours. But that’s not fast enough. Today, 39 percent of social media complainers who expect a reply want it to come within sixty minutes, yet the average response time from businesses is five hours. Closing that expectation gap is a major element of the Hug Your Haters success formula. Facebook is Far More Important for Customer Service Than TwitterHaters who complain on Twitter are the most satisfied with response time: 88 percent of complainers who receive a reply on Twitter are happy with the speed of that reply. This may be because many businesses have come to view Twitter as a primary customer service vehicle, and have assigned significant resources to the channel. But according to our study, this Twitter-centric model of social media customer service may be misplaced:
 Most companies favor Twitter, where the overall participation may be lower, but the use of the venue as a direct customer service channel is more obvious. To Be Great at Customer Service, Look HarderYour ability to find indirect complaints (negative comments about your business that do not explicitly tag you and are not written on an online site you control) varies by platform. On Facebook, for example, privacy controls selected by the consumer dictate how much indirect commentary a company can see and find, making software almost a requirement for companies serious about online customer service. Trying to find indirect complaints unassisted by technology almost ensures you’ll miss important opportunities to answer them, which can have a massive impact on customer advocacy. How Fast Do You Need to Answer Complaints On Review Sites?Since the pace and cadence of interaction on review websites are not as quick as they are on Facebook and Twitter, haters’ expectations for response times on these sites are not as aggressive, and their overall satisfaction is higher. About half of the people complaining on a review site are happy with response times from businesses, and 62 percent of the replies received there occur within twenty-four hours. Speed is important, but just showing up and answering EVERY customer complaint is more important. Don’t ignore review sites, and definitely be paying attention to Facebook as a customer service channel. For much, much more on this topic and related themes, grab your copies of Hug Your Haters. Blog Categories Categories
You might also like Digital Marketing How to Use Digital Ads Data to Improve Your Brand StoryDigital Marketing The Future of Search in 2023: Google Goes Multi-ModalContent Marketing How to Assess Your Content Maturity (Plus Maturity Map Template)Get our best tips. Join the smartest marketers who receive our twice monthly update.While You're here Other Articles on Customer Experience Top 6 Proven Strategies To Boost Your Employee Experience The 10 Pillars of Customer Experience Your Customers Care About Most CLICK TO SEE MORE ON CUSTOMER EXPERIENCE Article Continues Want more great content like this?A twice-monthly dose of the trends and insights you need to keep you ON top. In each email, our team will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see! What is a good response time on social media?79% of customers expect a response to their social media posts within 24 hours. But, even though 63% of social media complaints are responded to within 24 hours, only 32% of people are happy with their response time.
What is response rate in social media?Response rate is quite simple to calculate. For example: if you've had 500 mentions today and responded to 465, you have a response rate of 0.93 (that's 93%, if you prefer to work in percentages).
How soon do 42% of social media users expect a response?Among respondents to The Social Habit who have ever attempted to contact a brand, product, or company through social media for customer support, 32% expect a response within 30 minutes. Further, 42% expect a response within 60 minutes.
What is the normal response time?According to Google, the average response time should be under 200 milliseconds as it gives the feeling of an instant response. A web response time ranging between 200 milliseconds and 1 second is considered acceptable as users still likely won't notice the delay.
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What is the average response time on social media?
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