88% of consumers are less likely to buy from companies that leave complaints on social media unanswered, a study commissioned by Conversocial revealed. For readers unfamiliar with Conversocial, this is an excellent social CRM and social customer service SAP.
With Conversocial, businesses are able to involve marketing, customer care, customer service, and CRM teams in the conversation, and better understand social media ROI. The software helps companies deliver customer service on Facebook, Twitter and other social networks – a must, considering the findings of the aforementioned research.
Entitled, The Consequences of Ignoring Your Customers, A Survey of Consumer Expectations for Customer Service on Social Media Platforms, the research was conducted by Assistant Professor of Communications Liel Leibovitz at New York University. Among the key findings of the study, three stand out as critical for any business:
- Price of Neglecting Customers: If ignored by companies on social media sites, 45% said they’d feel angry, and 27.1% said they’d stop doing business with the offending company altogether.
- 88% Less Likely To Buy: If confronted with unanswered customer complaints on a company’s social media site, 88.3% of respondents said they’d be either somewhat less likely or far less likely to buy from that brand
- Low Level of Current Consumer Satisfaction with Companies’ Social Media: Nearly a third of respondents, or 32.4%, characterized their overall satisfaction with the way companies use social media sites to communicate with customers as either poor or very poor, while 59.6% expressed guarded optimism for future positive developments in the field and only 8% were thoroughly satisfied.
The research was conducted in the last 2 weeks of November. A total of 513 consumers were surveyed nationwide, with the average age of respondent being 38 years of age.