Email Beats Social Media as Best Channel for Customer Service in Retail
Summary
Retailers surveyed could only answer 20% of questions sent via Twitter and 54% of Facebook messages - in contrast, they replied successfully to nearly three quarters (73%) of emails received. Email responses were over 3 times faster on average than social media but there was a clear gap between retailer performance and consumer expectations. The Study measured their ability to provide answers to 10 routine questions via the web, as well as their speed and accuracy when responding to email, Twitter, Facebook and chat. Only 14% of retailers delivered similar responses to the same question across 4 or more channels and 33% were completely inconsistent, showing a failure to join-up the customer experience and make it seamless. In total 500 company websites across 15 different retail sectors were evaluated in Q3 2015: Consumer research on channel expectations was conducted by Toluna with 1,000 American shoppers in October 2015.
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