It's no secret that businesses have a long way to go to improve their customer service efforts on social media, but a new report from SocialBakers shows that companies in the United States are absolutely terrible at this compared to those of other countries.
The U.S. is near the bottom of the list for customer care on both Twitter and Facebook. For Twitter, we ranked 33 out of 37. For Facebook, we tied with India for last.
Here's what the response rates look like for the countries tracked:
"The US ranked 33rd out of the 37 countries, with US brands responding to only 18% of customer questions," says Evan James, head of North American marketing at SocialBakers of the Twitter rankings. "Compare this to the average global Question Response Rate (QRR) of 30%. Of course, some US brands are providing great customer care on Twitter. A couple of examples are T-Mobile, whose @TMobileHelp handle received nearly 11,000 questions and responded to 75% of them, and Nike’s local branches (@NikeSF, @NikeBoston, @NikeSeattle, etc.), which maintained QRRs anywhere between 76% and 84%. But many major companies, like Domino’s Pizza (@Dominos) and Walmart (@Walmart), had low QRRs on Twitter: only 13%, and 18% respectively."
"The US ranked 23rd out of the 24 countries — beating only India in our rankings," he says of the Facebook rankings. "US brands had a response rate of 59%, compared to the average of 74% for all brands globally. US brands on Facebook with poor customer care included Nationwide Insurance, Wendy’s, and Samsung Mobile USA with response rates of 7%, 20%, and 18% respectively. Brands on Facebook with great customer care included many telecom companies — like Sprint with a QRR of 84% , T-Mobile (87%), AT&T (68%), and Verizon Wireless (72%)."
Businesses are generally falling behind on consumer expectations when it comes to social media. We recently looked at a Northridge Group study finding that consumers are basically using social media as a last resort for customer support, with twenty-six percent turning to these channels when they can’t reach a rep through another channel.
Another survey from Lithium Technologies found that 42% of business leaders claim that consumers shame them on social media. 82% of these executives, who are VP level and higher, say their customers have higher expectations compared to three years ago, and 60% say it’s hard to please them.
Images via Thinkstock, Socialbakers