We've already quantified the business impact of poor customer service with regard to social media. What about simply responding? Did you know that 7 out of 8 social messages directed at brands go unanswered within 72 hours? Compound that with the fact there's been a 21% increase in messages to brands globally (18% in the United States) and we've got a real problem on our hands.
In it's most recent Sprout Social Index, they've calculated that 40 percent of messages need a response. And not surprisingly, 40 percent of customers leave a brand because of poor customer service. And on the reverse side, brands that engage with customers via social media earn an average of 33 points higher on their Net Promoter Score.
The Sprout Social Index is a report compiled and released by Sprout Social. All referenced data is based on 97K public social profiles (52K Facebook, 45K Twitter) of continually active accounts between Q2 2014 and Q2 2015. More than 200 million messages sent during that time were analyzed for the purposes of this report. Some data from Q1 2013 to Q4 2013 may have shifted from the last Sprout Social Index report due to a shift in the social profiles analyzed; however, all overarching trends remain consistent.
Sprout Social's advice to this issue is for brands to integrate their social media management with a customer service platform so that your teams can assign tasks accordingly and the right people can respond. this ensures that social media updates directed at brands initiate a customer service request that is assigned to a specific customer service representative.
My additional advice would be to to ensure anyone responding via social is provided the authority to ensure issues are resolved quickly and successfully. You can't risk delays in response on a public forum with a system that requires tickets be reassigned and passed along for correcting.