Study: Social Media Fastest Channel for Customer Service

Social media is the fastest and most reliable way for customers to get in touch with a business, according to a new survey.

Earlier this year, analysts at eDigitalResearch ran an online poll of 2,032 people in the UK, asking them to list their recent customer service interactions, the channels they used to reach the company, and how long it took to get a response back.

Just 2 percent of respondents (or roughly 40 people in this study) had recently tried contacting a company through Facebook, Twitter or other social media channels. Nearly 90 percent said they received a response back within 24 hours.

Every other popular method of contacting a company—email, phone, live online chat, face-to-face and by letter—was slower. Live online chat and face-to-face interactions ranked #2 and #3 in terms of responsiveness, with more than 75 percent of respondents saying they got a response within 24 hours.

Letters are undoubtedly the slowest way to contact a company. Some 50 percent of people who mailed a letter to a company said it took more than 48 hours to get a response back.

Overall, customer experience in the UK is fairly good, eDigitalResearch reports.

More than 90 percent of people who tried to contact a company eventually got a response. One in four said they got a response back within 6 hours.

“These results show that there are currently major disparities across customer touch points,” said Derek Eccleston, commercial director at eDigitalResearch. “Measures should be taken to ensure that departments and teams work together to provide the best contact experience possible. Improving the customer experience should be a business wide operation.”

He added that when a customer has a need to contact a company for any reason, they should expect to receive the same quality of experience no matter what channel they opt to use.

However, the survey indicates that this is currently not the case. Therefore, a key takeaway for firms should be to ensure that they are not neglecting any of their communication options in order to ensure that no customer is left frustrated by a lack of a swift response.

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