Study: brands don’t listen, answering fewer than half of customer questions on Facebook – Venture Beat

Customer service is going social. Unfortunately, it’s traveling on the slow boat to customer satisfaction. Brands on Facebook and Twitter are all about engagement, right? Sometimes it seems as if the answer is only yes when engagement means brands talk and consumers listen. Particularly in the automotive industry, where only 26 percent of customer queries get answered. Socialbakers, the social analytics company, measured companies’ responsiveness across nine different industries to arrive at what it calls “social devotion:” using social media effectively to improve customer satisfaction — and ROI.

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