Now more than ever, marketing and customer service are feeling the pressure to come together to improve engagement on social media. And it’s customers who are at the heart of what can either be a forged or forced relationship depending on the brand – but at the end of the day, brands will depend upon these two teams working more closely together. Consider these statistics:
- 71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response. ~ NM Incite
- When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company. ~ Bain & Company
- Companies delivering customer support through social media achieve superior gains – 7.5% vs. 2.9%. ~ Aberdeen
- The average number of people a social customer will tell about a bad customer experience: 53. ~ American Express® Global Customer Service Barometer
Notes Gartner Distinguished Analyst Michael Maoz in a recent blog, “Marketing has done a good job of seeing the power of social media, and ran fast to seize the initiative and engage customers in new ways.
“And now something else is happening. As marketing engages more deeply with customers, you move beyond the ‘dating phase’ and sort of settle into a relationship. Who picks up the laundry, and did you take the dog to the vet? Read More