5fccf5 How Fast Is Fast
Enough? New Research Shows How Fast Companies Have to Be in Social Media

I worked with Edison Research
to design a study on the science of complaints that powered my new book, Hug Your Haters. I expected to discover that speed of response would have the greatest impact on customer advocacy; that being fast would be the currency of satisfaction when it comes to customer service. We learned a lot from our research. We learned that when it comes to customer advocacy, there’s one thing more important than speed. That’s what I want to share with you in this ebook. Enjoy!

Many Customer Complaints are
Never Answered.

1/3 of complaints are NEVER
answered, most of them in social media. Many Customer Complaints are Never Answered.

You should answer Every Complaint,
in Every Channel, Every Time

25% Answering a complaint increases
customer advocacy by as much as 25%

Not answering a complaint decreases
customer advocacy by as much as 50%50%

Do You Need to Answer?
How Fast

5 expect a reply in
complain in social media40%40% 6060minutes. The average response time from businesses is 5hours! of customers who

And many companies NEVER reply
to customers in social media AT ALL.

2 It takes businesses an
average of 4444hours to reply to a customer email. 2days! That’s too long. It’s almost

People think they are
being IGNORED when email responses are too slow.

And then they go to
social media to be HEARD.

When a customer calls in
a complaint, speed of response is the MOST IMPORTANT FACTOR in customer satisfaction. Speed is MORE IMPORTANT than

accuracy, When a customer calls
in a complaint, accuracy, speed of response is the MOST IMPORTANT FACTOR in customer satisfaction. Speed is MORE IMPORTANT than

accuracy, When a customer calls
in a complaint, accuracy, speed of response is the MOST IMPORTANT FACTOR in customer satisfaction. friendlinessfriendliness Speed is MORE IMPORTANT than

or truthfulness. accuracy, When a
customer calls in a complaint, accuracy, Speed is MORE IMPORTANT than speed of response is the MOST IMPORTANT FACTOR in customer satisfaction. friendlinessfriendliness or truthfulness. And that’s the truth!

Are Customers With Your Speed?
How Satisfied

70% 60% 50% 40% 30%
20% 10% Social Media Responses received within 24 hours Satisfied with response time 0 Today, 63 percent of social media complainers are happy with how quickly businesses respond in the channel. Social Media Haters are Satisfied Today Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel

70% 60% 50% 40% 30%
20% 10% Review Sites Responses received within 24 hours Satisfied with response time 0 Nearly two-thirds of the people complaining on a review site are happy with response times from businesses, and 48 percent of the replies received occur within twenty-four hours. Haters’ Expectations on Review Sites Not as High Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel

70% 60% 50% 40% 30%
20% 10% Email Responses received within 24 hours Satisfied with response time 0 E-mail doesn’t fare as well. Only 61 percent of haters are satisfied with response time. This is perhaps because only 52 percent of e-mail complaints are addressed within twenty-four hours. E-mail Haters are Less Satisfied than Phone Haters Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel

80% 70% 60% 50% 40%
30% 20% 10% Phone Responses received within 24 hours Satisfied with response time 0 Of haters who complain by phone, 75 percent are satisfied with response time. Businesses handle 67 percent of telephone complaints within twenty-four hours. More than Two-Thirds of Telephone Haters are Satisfied Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel

You Get Faster?
How Do

Make someone on your team
accountable.1 If it’s not someone’s job, it’s easy to accidentally IGNORE customers.

2 ONLY 3% of customers
who mention a brand on Twitter use its @ handle. Listen harder. Use software to find complaints.

3 The vast MAJORITY of
your customer complaints fall into a few situations that recur FREQUENTLY. Role play internally and plan for scenarios and common complaints and questions.

Get the Book. HUGYOURHATERS.COM The
#1 BOOK on CUSTOMER SERVICE disruption that shows you how to HANDLE onstage and offstage haters and turn them into fans!

Get the Book. HUGYOURHATERS.COM It’s
one click away! The #1 BOOK on CUSTOMER SERVICE disruption that shows you how to HANDLE onstage and offstage haters and turn them into fans!