A recent report by Sprout Social reveals some
fascinating insight on how customer care and engagement has become
intertwined in the new social world. How companies are responding
is enhancing or damaging brand reputation.
Most recent figures (2013) reveal a staggering 175% rise in
messages sent by customers to brands on Twitter and Facebook
requiring a response or attention.
The trends show big variations in brand engagement and
responsiveness across 15 industry sectors on Facebook and Twitter.
Surprisingly, there is only a 17.6% average response rate across
all industries. Effectively, that means four out of every five
messages or comments to brands are left unanswered!
Clearly, this would be unacceptable if the communication was via
the phone or email.
Size is not necessarily an indicator of good or poor engagement
or response; it seems, more often than not, the bigger the brand
the faster the response time. This may indicate better
There is much more in this report but the killer findings are
around rising usage and engagement between customers and brands -
but declining responsiveness by brands; in summary - most brands
MUST DO BETTER!