In last weeks blog we discovered that, compared to two years ago, people are more likely to get in touch with customer care teams through private Social Messaging channels, such as Facebook Messenger and Twitter DM, than public ones. We continued our investigation, to see if such a pattern exists across a number of industry sectors.
In order to see whether this trend of private channel use persisted across different fields, we segmented our 60 clients into 8 industry sectors: Airline, Automobile, Financial, Hospitality, Railway, Retail, Telecom, and Tech & Utility. Figure 1 illustrates the respective volumes of messages resolved in private and public channels along the same 2-year timeline. Apart from Telecom and Tech, all other sectors have witnessed private message volumes catching up to, or overtaking public volumes during this time period. The finance industry, in particular, has seen this shift as early as 2016, due in part because banking related inquiries typically contain personal and sensitive information and require a higher level of security, for which private channels are more suitable. The Travel, Retail, and Utility sectors have likewise seen this shift to private channels all throughout 2017.
|Telecom and Tech||Utility|
Figure 1. Trends in no. of issues resolved in private vs. public channels for 8 industry sectors
Table 1 below shows us, with at least 95% confidence according to Mann-Kendall tests, whether the trends noted in each respective sector are significant. ‘No trend’ means the trend detected is not statistically significant. Overall, all the industries we studied have indeed seen a significant increase in conversations resolved via a private channel. In contrast, the Finance, Hospitality, Retail, and Utility sectors have seen a decrease, or in some cases a plateau, in conversations that ended in a public channel.
|Industry||Resolved in Private||Resolved in Public|
|Airline||Upward Trend||Upward Trend|
|Automobile||Upward Trend||Upward Trend|
|Finance||Upward Trend||No Trend|
|Hospitality||Upward Trend||Downward Trend|
|Railway||Upward Trend||Upward Trend|
|Retail||Upward Trend||No Trend|
|Telecom and Tech||Upward Trend||Upward Trend|
|Utility||Upward Trend||No Trend|
We also carried out the same trend tests for all of our 60 enterprise clients. The data is not shown here but in summary, two third of the clients have seen either no
What we have learned
So what does all this data tell us? Customer care teams today are 10 times more likely to resolve customer inquiries via a private channel, like Facebook Messenger and Twitter DM, than they were two years prior. What’s more, the rate of growth of conversations using private channels has accelerated to 20 times that of conversations using public channels (i.e., 900% vs 45%). All of our findings did