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Are You Okay with Letting Your Customers Down 80% of the Time?

Are You Okay with Letting Your Customers Down 80% of the Time?

Most business owners are passionate about customer service. They know that the way they treat their customers is one of the few factors that’s absolutely within their control. When hiring front line staffers, choosing friendly and personable individuals who can make customers are welcome and valued is so important. You’d never tolerate anyone in that role who ignored 8 out of every 10 customers who approached them – but that’s exactly what’s happening on social media.

Sprout Social recently researched social media responsiveness rates in several industries. They took a look at what percentage of posts were customer service inquiries that merited a response, what percentage of those posts were responded to, and  how long it took for a reply to arrive. Retailers will be glad to hear they were the best-performing industry – but their top ranking means only 19% of all customer service inquiries that needed a response actually got one. That’s roughly equivalent to 4 out of every 5 customers being completely ignored.Brand & Consumer Index

Are Bad Bots Responsible for Abysmal Customer Service Rates on Social Media?

In this Glossy article, you’ll read that some brands are attributing their social media customer service issues to chatbots that claimed to use human beings to answer inquiries, but were instead relying on automated robotic scripts that really failed to provide a satisfying customer experience.

Moving forward, it’s important for brands to understand the current limits of chatbot technology. Chatbots are ideal for fielding repetitive, time-consuming questions, such as “Is your store open right now?” or “Has my order shipped?”  When the customer service question is more complicated, it’s necessary for a human customer service rep to enter the conversation. The best chatbots make this process seamless, with the entire focus being providing the best customer service experience possible.

Will chatbots ever be able to field all customer service inquiries via social media effectively? Perhaps, but that day is currently far in the future. Meanwhile, a minimum of 80% of customer service inquiries are going unanswered.

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Committed to Doing Better than Average? 3 Things You Need To Know About Your Response Rate

1) Check Your Response Rate Regularly.

On a weekly basis, consider how many customer service inquiries came into your business via social media. Make sure to check all of your platforms, including Facebook, Pinterest, Instagram and Twitter. How many inquiries were responded to? Who responded? How long did it take for a response to be generated?  Document the answers and share this information with appropriate team members, because the behaviors you measure are the behaviors you can control and improve.

2) Examine Your Customer Service Processes.

One of the main reasons businesses have a hard time maintaining acceptable social media response times is because there’s no clearly articulated process in place to address these inquiries. Central to improving response rates is having expectations and responsibilities made clear to all team members. Integrate this information into your customer service training, and make ongoing support available.

3) Faster Response Times are Rewarded

Facebook rewards businesses that prioritize customer service on social media with a “Very responsive to messages” badge. This badge increases the likelihood that other customers will feel confident reaching out to you via social media.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office