Social media has made customers to expect an instantaneous feedback for all of their complaints, questions, and suggestions for the brand. In fact, most of the customer care services these days are happening via social media, and customers are counting on brand to respond as though they are connected all the time. More than 50% of Twitter users expect a response in less than two hours, a lot shorter than most companies’ response windows.
The risks of failing to meet these expectations go beyond losing customers. People who are annoyed by your customer care can and will spread negative comments about the brand to their networks, possibly to their network’s networks as well. Here, McKinsey research shows that a single negative post on social media has, on average, as much impact on customer decisions as five positive posts.