Many brands would love millions of followers of their social media profiles, customers just waiting for that next brand message or purchase motivator. However, it’s not a one way street. Social gives customers a direct and very visible route to a brand. Some might say that the more followers you have, the more often you will have to respond to consumer queries (meaning increased resourcing) or, even worse, negative sentiment.
Those clever bods at Conversocial have recently compiled a new study: Top US Clothing Retailers on their Customer Service Response Times on Twitter (based on their revenue listing in 2010) there’s a great summary on The Next Web, however what we think is most compelling is the insight that customer queries/complaints comes from consumers on the go. The trend of customers in store tweeting from their mobiles is growing and emphasises the importance of swift and concise responses. After all when potential customer are that close to a purchase, can you afford to miss the opportunity?