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Companies offer speedier response to customer queries on social media than email, according to study

By Angela Haggerty, Reporter

October 3, 2013 | 2 min read

Companies respond faster to customer service enquiries on social media than email, according to a recent study.

Study: Kana Software measured companies' email response times

A Kana Software survey of Call Centre Association members revealed that 59 per cent of organisations take more than eight hours to respond to email contact while 26.5 per cent take 24 hours or more.

In contrast, a recent report by social media analytics firm Simply Measured showed that the average response time on Twitter was 5.1 hours, although 10 per cent of companies managed to answer queries within an hour.

Steven Thurlow, head of product strategy for Kana Software, said: “Organisations must remain aware of the continued role email plays within customer service.

“Social customer service is very much the ‘now’, yet the vast majority of customers still, and will for the foreseeable future, choose to interact with organisations via email.”

Kana found that email was the most common complaint channel at 42 per cent, ahead of phone complaints at 36 per cent.

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