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A Social Cyber Monday: How Far Have Retailers Come?

By Rachel Tran on Jan 13, 2014, 7:51:00 AM

In 2013, Cyber Monday made its mark on the British retail scene like never before. As retailers slashed prices by up to 75% for 24 hours only, bargain hunters flooded online to continue Christmas shopping. Leading brands recorded their best ever sales day - including Amazon UK who reported 4.1 million sales, at an astonishing rate of 47 items per second.

End_of_year_report_front_page-1The surge in sales is clear, but how does this affect demand for social customer service?

In our latest report - A Social Cyber Monday - we analysed over 12,000 tweets sent the week following Cyber Monday in 2012 and 2013. We review how far retailers have come this year, and what needs to be mastered in 2014 to deliver excellent social customer care.

Our report found that:

  • Compared with 2012, volumes of social customer service demand grew by 35% this cyber Monday
  • Customers became much more specific in their demands for service, using social media not just as a complaints platform or FAQ, but to source information on products that could influence purchasing decisions
  • Average response rates by retailers increased by 425%
  • Average response speeds were 50% slower than in 2012
  • And in-channel resolution of messages decreased by 20%

2013 saw a marked improvement for social as a customer service channel, but in 2014 quality of care should follow suit.

Download your free copy of our report to see how the likes of  Harrods, John Lewis, Selfridges, Superdry and Topshop coped with the surge in Social Customer Service demand. Read our recommendations for retail social customer service, and gain insight to support 2014 strategy development.

Click Here to Download the Report

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