Social Media Engagement and Sharing
Avoid the PR Nightmare
It’s common for customers to use social media to engage with brands. While this has typically been managed manually within an organization’s marketing department, more companies choose software tools that automatically sort, analyze and route these engagements to an appropriate person. By managing these engagements as you would any other channel, you can respond quickly to customer issues that could otherwise turn into public relations nightmares.
In the Genesys State of Customer Experience survey, we asked consumers about their use of social media as an interaction channel for customer service and support.
Consumers in Asia Pacific and Latin America regions are most likely to use social media. North American consumers are least likely to use it.
Of consumers in Latin America, 54% use Facebook.
When asked about their habits for sharing good and bad experiences via social media:
Overall, 35% of consumers would share a great experience on social media, while only 21% would share a negative or bad experience.
Twenty-four percent of consumers would never share on social media, regardless of the experience.
Consumers posted their experiences on personal Facebook pages most often, followed by the Facebook page of company with which they dealt.
Have you ever shared a customer service or support experience on a social networking site?
Which of the following best describes how you shared your experience?
Did the company respond to your social media post to your satisfaction?
Consumers also were asked if the business responded to their post to their satisfaction. Respondents in Asia Pacific and Latin America regions indicated that businesses did respond satisfactorily most of the time (81% and 75%, respectively). However, North American respondents indicated that businesses offered a satisfactory response just over half the time. Overwhelmingly, millennials are more likely to share a positive experience on social media than older age groups are; 42% of 55-and-over consumers likely will not post an experience with a business on social media.
Customer Care Social Tools
Executives in customer care were asked what social tools they use to manage social engagements, including social media dashboards/reporting, social media analytics and a message routing engine.
Respondents in Asia Pacific regions are twice as likely to have social media reporting and dashboards as North American customer care respondents are; respondents in Latin America regions are significantly more likely than all other segments to have social media analytics at their disposal.
Nearly half of North American customer care respondents indicated they do not have any of the tools listed.