By Adam Fraser
I have often discussed (on both this blog and my podcast) the importance of social customer service.
Listening to what your customers are saying, and responding in real time to the queries they have on their channel of choice (whether phone, email, messenger, social, webchat etc), is a somewhat mundane but critically important aspect of a consumer’s overall customer experience.
Forget having relationships with brands, and “brand love”. What a lot of consumers want from a brand is very functional; is my flight delayed, what time do you close, do you have this product, how do I return a faulty good?
Hence, I am always interested in industry studies relating to customer service and customer experience and enjoyed reading Conversocial’s recent Airline Benchmark Report (who’s winning, who’s lagging and who’s exceeding expectations at social care?).
I recommend people checking out the report, however, to summarise, a few of the key findings were:
- Per Gartner, 84% of brands are increasing their investments in customer experience technologies.
- 31% of customers turn to social media to make pre-sales inquiries.
- 43% of airlines cite delivering customer service via social media as their top priority for 2018.
- A resolved negative tweet leads to 3x more revenue potential than a positive tweet (source Twitter).
- The gap between the leaders and laggards in the airline industry is significant:
- Etihad (50%) and Emirates (48%) are the most responsive to Twitter mentions vs Air Canada (10%) and Lufthansa (13%)
- In terms of speed of response Jet Blue (4mins) and Virgin USA (5 mins) are the quickest to respond vs EasyJet (4hrs 17 mins) and Finnair (5 hours and 34 mins).
- In terms of the expected growth in messaging as a medium, Activate predict that by 2018, at least 3.6 billion people will have at least one messaging app on their smartphone, catching up with the total number of internet users, and eclipsing pure social media users.
The report also discusses business processes and best practice in relation to social customer service, providing some useful insights.
Overall, a useful reference point and very interesting report.