Social Response Times: A Mark of Maturity
February 22, 2017
Do you have a mature, well-developed social customer service program? One way to measure your social customer service maturity is your social response times.
72% of customers who reach out to a brand through social media channels expect a response within one hour. In some industries, like transportation and logistics, the speed of your reply can make or break your business.
Here’s how mature social customer service programs make sure they can reply in time:
They know their usual volumes. Monitor how much traffic you normally get, and have the right staff in place to handle it. This means the right number of social customer service agents, at the right times of day.
They know their competition. Social channels are public channels. So, you can monitor how quickly your competitors respond to social queries, and try to beat their times.
They communicate their SLAs. Let your customers know how quickly you will respond to them. Then watch your customers hold you to it.
They provide the right tools and processes. A social engagement platform like Clarabridge Engage makes it faster and easier to respond to customers quickly. It also makes it easy to track and monitor your average response times.
They follow great examples. Look for other companies who are doing a great job with social customer service.
For example, look at Turkish Airlines. They display their current social response times on the header of their @TK_HelpDesk Twitter page. Then, they update the time every 5 minutes. This is informative but also good advertising—their social response times are typically much shorter than their competition.
Of course, rapid social response times are only one of the hallmarks of a mature social customer service program. Therefore our new eBook, “Win the Race to Social Customer Service Maturity,” outlines 5 ways your organization can take the lead.
Lisa Sigler is Senior Manager, Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value of technology to life. Today, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. in English from Kent State University. Read more from Lisa on Twitter @siglerLis.
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