Social networks are the ideal medium to connect with customers, but it seems that many companies still do not know, especially in the case of small. More than half of the customers expect the brand to offer this type of support through channels 2.0. However, 2 out of 3 feel that this communication does not arrive, or it takes a long time to occur.

Time is the determining factor when it comes to assessing the quality of service, so 66% of customers consider it. In addition, 61% feel that brands do not communicate effectively with customers.

What is the average response time?

The slow response of brands in social networks anger the consumer. The results of a recent study conducted by Havas Worldwide, suggests that consumer expectations are very high as far as obtaining a response from the media is concerned, and brands that fail to meet those expectations risk To defraud an important part of its clients.

Social networks are the channel of immediacy, of real-time conversation. Therefore, a brand should take no more than an hour to respond to its customer. This is considered by 4 out of 10 clients. However, only a third party gets that longed for response. At least the performance of the company does not usually take more than one day, a period in which 26.3% is willing to serve its client. Task that in other cases takes about 4 hours (32.5%).

What benefits can a brand provide for effective customer service?

The advantages are many, you can more than expected brands, and it translates in terms of:

• Notoriety and fidelity. 7 out of 10 customers who have had a positive experience with the brand in this regard recommends it among their contacts.
• Increased turnover. 42% of those customers who have been served correctly through social channels recognize that they buy more.
• Helps to recover lost clients. It takes 12 positive experiences to alleviate the effects of a negative. Instead, customers are able to forgive. 36% would return to trusting a brand that responded appropriately.

In fact, customers are not decisively against brands, they just want to be listened to and receive the right care. On the other hand, it is the best way to loyalty clients, including the possibility of converting them into brand advocates. 73% of customers are satisfied with a brand that responds adequately because they believe that they know their expectations and are able to anticipate their needs (71%). Therefore, you can avoid problems (64%) and be up to your requirements (65%).

Facebook and Twitter are the most effective channels to reach customers. On the one hand, Facebook is the main social network, its number of users has already exceeded 1.15 billion. 70% of consumers follow a local company through this platform. On the other hand, Twitter is by definition the social network of the conversation. Interactions, exchanges of opinion and information are continually being pursued in this medium. A place where it is very easy to send a message directly to a brand. 88% of users are still at least one brand in this microblogging network.

As you can see, customer support 2.0 has numerous advantages for both brands and consumers. It is only a matter of considering it and of beginning to allocate the necessary resources to offer a good service in this area.