Only 15 per cent of the UK’s leading FTSE 250 companies responded to tweets from customers in a March survey, a new report from Webhelp UK has discovered.
Of those who did reply, 64 per cent took over an hour to respond.
The report found that because of this lack of engagement, only 10 per cent of customers use Facebook, Twitter or mobile apps to make complaints.
The report, which also polled more than 2,000 UK adults, found that two-thirds (62 per cent) of customers said they preferred to make formal complaints by email, while 46 per cent make complaints via the phone.
David Turner, Webhelp UK CEO, said: “Our report clearly demonstrates that the face of customer engagement is constantly changing. Although traditional forms of communication still play a predominant role in conversations between companies and their customers, they cannot be offered in isolation.
“People now expect to be able to contact companies through multiple channels; switching between them at their convenience.”
In a separate survey of customer experience professionals, carried out by Webhelp UK to coincide with the YouGov poll, three-quarters said better use of data on customer interactions was needed to improve customer experience.