Report: Customer Service Index 2012 reveals which brands are winning and losing in customer service on social media
Research conducted by Brandwatch has revealed insights into consumer interaction with brands on social media.
The Brandwatch Customer Service Index 2012 report, which looks at the results of a survey of 2000 UK consumers, found that customer satisfaction levels online have not improved in the last year, with only three brands ranked positively for their customer service efforts.From a shortlist of 92 brands, the 40 with the most customer service content visibility were scrutinised by Brandwatch for the type of conversation posted by and about their brands in order to unveil the ‘heroes and villains’ of customer service in 2012.Brands analysed in-depth
- Over half (52 per cent) of all content across the brands was negative in tone
- Retail brands were the best performing when it came to customer service in social media, with John Lewis scoring highest as the most positively addressed brand
- Despite being the best performer on Twitter, John Lewis fell behind Groupon on Facebook, suggesting brands choose one platform to devote the majority of resources to
- Visibility: The brand was the most prolific tweeter, posting more than 1,000 tweets in the four month research period and was also very active on Facebook, with 82 page posts
- Speed of response: The average response time was three hours and 23 minutes
- Volume of response: The brand responded to over a third of Facebook user posts
- Direct assistance request
- Possible assistance request
- General discontent
- General praise
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