So how have brands responded to this continued uptick? In the last iteration of The Sprout Social Index, we saw a 5% decrease in the response time-a promising sign that brands were making social customer care a priority. This is your chance to strengthen your bond with your customers-and gain a competitive advantage in doing so.Īccording to Zendesk, 40% of customers switch loyalty because a competitor offers better customer service. Similar to overall message volume, the raw number of messages needing a response has increased steadily for the past two years, more than doubling, up 110% since the last Sprout Social Index. That means that customers aren’t just mentioning a business they are looking for that business to respond and interact with them on social. Of all inbound messages, Sprout calculates that 4 in 10 of messages need a response from the brand. Increasing message volumes-a trend that has been consistent throughout every iteration of The Sprout Social Index-proves social media continues to assert itself as a primary customer communication channel. In fact, we calculated that there has been a 21% increase in messages to brands globally, compared to an 18% increase in the US. Since the last Sprout Social Index, the volume of messages that people send to brands on social continues to rise. Still, despite these gains and a growing prominence for social in the C-suite, many well-intentioned brands struggle to stay in front of the conversations. Resources-human, financial and technological-are increasingly dedicated to social media efforts at organizations around the world, which, in turn, should improve output. Social media is no longer a luxury marketing tactic it is a necessary business communication channel. Jump to highlights from The 2015 Sprout Social Index. Our mission with The Sprout Social Index remains focused on analyzing social data to draw out trends and pinpoint actionable insights that will equip brands to create stronger, longer-lasting customer relationships. In this latest edition, we explore the surging need for faster responses, highlight movement in 15 key industry categories and, for the first time, delve into global data across regions. In 20, Sprout identified benchmarks and trends in customer engagement across Twitter and Facebook, brought seasonal peaks and valleys to light and shared actionable insights about social habits to help brands meet growing customer demands. As open communication with brands shapes a new wave of interaction, the need for social teams to to be active and authentic day in and day out matters more than ever. Never before has a brand’s responsibility to be responsive and engaged been so critical-and Sprout Social has captured data behind customer expectations that speaks volumes. Unacceptable, right? Despite significant gains in the perception and value of social media, many brands remain unmoved in the quest to institute a fully functioning social communication strategy.Īccording to NewVoiceMedia, poor customer service in the US costs companies $41 billion each year. Imagine if your customer service team answered only 1 in 8 emails right away, waited more than 3 days to get back with an answer or just flat out failed to pick up the phone 88% of the time. F ind value in paying for social media tools.Social Customer Care More Critical Than EverĬonsider this: 7 in 8 social messages to brands go unanswered within 72 hours.R ealize the value of content – but, again, time is an issue.We also inquired about marketing and social media budgets, and how much money is spent on tools to manage and analyze social media efforts.Īfter crunching a lot of numbers and staring at dozens of pie charts, the survey results suggest the following…Īdoption of Pinterest and Google+ remains slow. We asked how many hours small business owners or employees dedicate to various social media activities, from finding and sharing content to blogging, we wanted to know what tasks take the most time, and what platforms small businesses are most active on. We just wrapped up a survey asking almost 500 of our small business customers how much time and money they spend on social media (if you participated, thank you!).
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