According to a report from Conversocial, a social customer service platform provider, many top retailers have yet to adopt social customer service best practices, despite several instances of customer discussion about the brands on social media channels.
The report analyzes factors such as time to respond, responsiveness to customers, use of a social media management system and support on both Facebook and Twitter,
The average response time across all companies – 11 hours 15 minutes – was also much slower than what is now expected. More than 50 percent of consumers expect to get a response in less than two hours.
By contrast, Go Daddy, a provider of social customer care, has an average response time of less than one hour and has agents dealing with 200 issues per week.
“The disconnect between consumer expectations and actual response time suggests that most social customer care teams are drastically understaffed, and unable to keep up with demand,” said Conversocial CEO Joshua March, in a statement. “If your agents have to deal with more than this, it’s a good indication that you are understaffed.”