Large Retailers Lagging in SocNet Responses

Despite growing interest, social customer service still has limited structure, according to [pdf] a November 2011 white paper from Conversocial. Data from “Who’s Ignoring their Customers?” indicates that among the 10 most loved and hated retailers in the US on social media, the majority ignored more inquiries on their Facebook pages than responded within 30 minutes during a 5-day period of investigation in September. Although Costco, Kmart, Kroger were the worst offenders, ignoring all inquiries, others also fared poorly: Macy’s ignored almost double the amount of inquiries than it responded to within 30 minutes (35% vs. 18%), as did Dillards (25% vs. 13%). By contrast, Sears responded to 57% of its inquiries within a half-hour, compared to just 11% that went ignored. Safeway, which received 129 complaints and questions, also fared well, ignoring just 5% while responding to 2 in 5 within 30 minutes. (more…)