BestMark News

Companies not using social channels to their best advantage

Despite the advantages social media offers companies for communication with clients, many are still not leveraging the channel to improve customer satisfaction and loyalty. In fact, a study by STELLAService found that many of the biggest retailers did not respond to customers' questions posted on their Facebook pages.

Companies such as J.Crew, Victoria's Secret and Radio Shack deleted customers' questions after they went unanswered for two days, the report reveals. Just five out of 20 retailers responded within two days and left the questions up on their sites. Those brands were B&H Photo, Gap, Bed Bath & Beyond, and Williams-Sonoma.

"Retailers need to realize that two days in Facebook time is like two years in real-time. Consumers are used to real-time engagement with friends on Facebook, so it’s unnatural to spend days waiting for any kind of response," STELLAService CEO Jordy Leiser said.

Customers' changing perception of time means a dramatic shift for companies. They may need to change the approach to customer service to best manage relationships with patrons, according to AgAge. Retailers that have already invested in a social presence should start mapping customer touch-points to understand consumers' expectations for contact, the source reports.

Meeting those expectations could save companies a lot of money in the long run. According to Retail Customer Experience, its costs companies five times as much to attract a new customer than keep one they already have.