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Half of top US internet retailers still failing to deliver real social customer service

Mike Schneider
By Mike Schneider on Jul 17, 2013 12:30:00 PM

We recently released our US Social Customer Service Performance Report based on the Internet Retailer Top 500, at a private dinner for New York’s social customer service leaders.  We’ve received a lot of feedback from the event and received great coverage in Business Insider and Internet Retailer, among others.

In the report, we analyzed factors such as time to respond, responsiveness to customers, use of a social media management systems, and whether companies were resolving issues in-channel or redirecting customers to email or phone.

The big takeaway was that most top retailers have yet to adopt social customer service best practices. Despite the fact that a majority (80%) are responding to customers on both Facebook and Twitter, only half of them are fully resolving all issues within social media instead of redirecting to other channels. The average response time across all companies was 11 hours 15 minutes – but over 50% of consumers expect to get a response in less than two hours. By contrast, Best Buy, the only retailer in our report to receive the maximum mark of five stars, had an average response time of 14 minutes.

As we conclude in the report:  “The disconnect between consumer expectations and actual response times suggests that most social customer care teams are drastically understaffed and unable to keep up with demand. Go Daddy, a leading provider of social customer care, has agents dealing with 200 issues per week with an average response time of less than 1 hour. If your agents have to deal with more than this, it’s a good indication that you are understaffed. You can read the full Go Daddy case study (and others) on our website: http://www.conversocial.com/product/ customers.

Another key cause of a slow response time that we have observed is a lack of staffing during evenings and weekends. Although traditional customer service is often only available during business hours, many companies receive the most Tweets and Facebook posts during evenings and weekends. Waiting until the morning (or the start of the week) to respond will dramatically increase your average response time, as well as leaving public negative comments exposed without a response during the times that other consumers are most likely to see them.”

Click Here to  Download the Report

Retailers included:

  1. Best Buy
  2. 1-800-Flowers
  3. Kohls
  4. Beachbody
  5. Sierra Trading Post
  6. Target
  7. Walmart
  8. HSN
  9. Nordstrom
  10. Vitacost.com
  11. Market America
  12. Sears
  13. RueLaLa.com
  14. Coastal Contacts
  15. Edible Arrangements
  16. Estee Lauder
  17. Overstock.com
  18. LL Bean
  19. Toys R Us
  20. Express
  21. Victoria's Secret/Bath and Body Works
  22. 1-800 Contacts
  23. J&R Electronics
  24. Walgreens
  25. Net-a-Porter
  26. Bass Pro Outdoor Online
  27. 1800 Pet Meds
  28. Tiffany & Co
  29. Lowe's
  30. Foot Locker
  31. Deluxe Corp
  32. Saks
  33. Old Orchard Brands
  34. Neiman Marcus
  35. OmahaSteaks.com
  36. Built.com
  37. Green Mountain Coffee Roasters
  38. Hayneedle
  39. Care and Barrel
  40. CafePress.com
  41. Sony
  42. Safeway
  43. Harry and David Holdings
  44. Shoebuy.com
  45. Staples
  46. Office Depot
  47. Nutrisystem
  48. Chico's
  49. Barnes and Noble
  50. J Crew
  51. Oriental Trading 
  52. The Children's Place
  53. JC Penney
  54. FreshDirect
  55. Peapod
  56. eBags
  57. Microsoft
  58. Macy's
  59. American Girl
  60. Home Depot
  61. OfficeMax
  62. Vistaprint
  63. Scholastic
  64. Urban Outfitters
  65. AutoZone
  66. Blue Nile
  67. One Step Ahead
  68. Dick's Sporting Goods
  69. Cabela's
  70. Amazon
  71. Shutterfly
  72. Northern Tool + Equipment
  73. HP Home & Office
  74. Ann Tayler
  75. Gamestop
  76. Army & Air Force Exchange Service
  77. CVS Caremark
  78. Lorder and Taylor
  79. Dell
  80. Weight Watchers
  81. Ancestry.com
  82. Costco
  83. Avon Products
  84. ShopNBCcom
  85. Netflix
  86. Nike
  87. American Eagle
  88. Gap
  89. Art.com
  90. Ralph Lauren
  91. MLB Advanced Media
  92. Aeropostale
  93. NFL
  94. Amway
  95. Newegg
  96. Abercombie & Fitch
  97. Disney Shopping
  98. Eddie Bauer
  99. Restoration Hardware
  100. Apple


Topics: Customer Service

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