The Customer Is Always Right? Consumers Demand Better Customer Service Through Social Media

by Guest Author on June 16, 2012

in Articles, Guest Posts

The results are in, and consumers throughout the US are demanding even faster customer service through instant-response channels like social media.

According to a May 2012 Conversocial customer survey, 30% of customers now expect a response to their queries within minutes. More than 50% of customers describe their interactions with businesses as disappointing and mediocre at best.

Instant Gratification in Customer Service

Since a slew of social media outlets like Facebook, Twitter, and LinkedIn allow consumers to communicate with friends and colleagues in a matter of minutes, customers of small and large businesses alike have come to expect instant gratification when contacting a company with a question or concern. Believe it or not, 16.6% of US customers expect to hear back from a business in under 10 minutes!

At the very least, the majority of customers at 29.2% revealed that they expect to hear back from a business the same day.

Where Is Customer Communication Slipping Through the Cracks?

It may come as no surprise to many customers out there that the businesses that failed the customer communication test via social media were retail banks, supermarkets, and telecommunication companies. The businesses that led the pack in impressive social media customer service were department stores and restaurants.

To get more specific, customers named names and ranked top brands with a presence in social media as leaders in online customer service, including:

  • Target
  • Safeway
  • Subway
  • Best Buy
  • JC Penney
  • Walgreens
  • Bank of America
  • Verizon Wireless

Social Media Relationships Could Make or Break a Business

This customer survey does hold weight, taking into account that 88% of customers confirmed that they were less likely to do business with a company that ignored their complaints in social media.

Since customers across the board have become accustomed to communication through social media, it only make sense that small and large brands must raise the bar to meet higher expectations to improve customer satisfaction.

In the past, customers have often complained about dissatisfactory customer service in traditional channels. But with the availability and efficiency of social media interaction, businesses today are without excuse. Now that brands have access to instantaneous and free means of online communication, customers will grow to expect an even faster response to their concerns and questions.

Bottom line? If you want to succeed as a brand and beat out your competition, it’s time to step up your level of customer service. Customers are on the lookout for transparency and quick communication in a brand relationship. Social media channels are one of the only ways to meet this growing customer need without having to spend extra money on customer support staff or a costly call center.

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Guest article written by: Bethany Ramos is a full-time freelance writer with social media and Internet marketing experience that co-owns her own e-commerce website,


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Guest article written by: Bethany Ramos is a full-time freelance writer with social media and Internet marketing experience that co-owns her own e-commerce website,


Comments & Leave a Comment


{ 1 comment… read it below or add one }

David June 24, 2012 at 16:28

When it comes to shopping online, customer service is one of my top concerns. If I buy a product online and then cannot get the problem resolved within a few hours, that leads me to believe the retailer is not very concerned with their customer service responsibilities.

There is simply little reason for most major corporations to not have an online customer service presence with quick resolutions. I find retailer live chat functions for pre-purchase questions very helpful and use them quite often.
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