A new study has found that retailers fail to respond to over 80% of questions made by customers through social media. Sprout Social’s Q4 2015 Index, an analysis of retailers’ social media trends, found that 83% of retailers using social media failed to respond to customers’ questions and requests after 72 hours. Of those who did respond, their responses cam an average of 12 hours after the customer’s original question was placed.
“Social media is an integral part of consumers’ daily lives and a critical communication channel for brands to engage in conversation with their customers during the holidays. Whether answering a product question or confirming a customer’s gift order, brands have an opportunity to positively influence awareness, customer loyalty, positive sentiment and seasonal sales through social media engagement.”
– Scott Brandt, CMO, Sprout Social
Sprout Social’s full report can be found here.