Historically, brands using Twitter for support have been notoriously slow in responding to enquiries from customers. Largely this is a question of scale – for the top brands, the sheer volume of tweets they receive day-in, day-out can be overwhelming, but the very public nature of Twitter means that those occasions where customer messages are given short shrift or ignored entirely can be easily observed by others, including competitors.
Indeed, that’s exactly what Social Bakers have been tracking with their Social Devoted report, which analyses how efficiently brands manage and engage with their fans on social media. The Q1 2014 Twitter numbers have just been published, and they contain good news: on average, brands are 35 percent faster to respond to customer support tweets than they were in Q3 2013, improving their reaction time to 9 hours from 14 hours last year.
However, millions of messages are still ignored, partly because many customers still address their enquiries at official brand handles (i.e., @Xbox), and not the official brand support handle (i.e., @xboxsupport).
Interestingly, transportation is the industry that responds fastest to customer support tweets – although that might be simply because they don’t receive many of them, relatively – and the telecoms industry ignores more customer enquiries per hour on Twitter than any other sector.
Social Bakers have collated their findings in the visual below.
(Source: Social Bakers.)