In just a few years social media has quickly started to assume the lion’s share of customer support for brands, particularly those in the retail space, with consumers expecting that the real-time nature of platforms such as Twitter and Facebook should lead to a real-time response.
Alas, we’re still a long way off from that kind of turnaround, as new data from Sprout Social reveals that brands are still slow to respond to customer enquiries, although some industries perform better than others.
Business services and utility companies are the only organisations whose average response time on social media is less than 10 hours, with utilities performing best overall due to a higher response rate (27 percent) against queries. Brands in retail take 10.9 hours on average to respond, answering 23 percent of queries, while those in entertainment respond fairly quickly (10 hours) but only answer 11 percent of enquiries, the lowest in the survey.
Government organisations were slowest to respond across all industries, taking on average 14.5 hours.