Customers want an answer, and they want it now! New research from Jay Baer - included in his best-selling book about customer service - Hug Your Haters - shows precisely how fast companies need to respond to consumer questions and complaints on Twitter, Facebook, Instagram and beyond. This presentation and the corresponding research is a must for anyone in customer service, social media, digital marketing, customer success, and all business owners and managers that care about customer service, customer experience, customer retention, and customer satisfaction. For a LOT more on this topic, see HugYourHaters.com

1. 5fccf5
How Fast Is
Fast Enough?
New Research Shows How Fast
Companies Have to Be
in Social Media

2. 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!

3. Many Customer Complaints are
Never Answered.

4. 1/3 of complaints are NEVER
answered, most of them
in social media.
Many Customer Complaints are
Never Answered.

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

6. 25%
Answering a
complaint increases
customer advocacy
by as much as
25%

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

8. Do You Need to Answer?
How Fast

9. 5
expect a reply in
complain in social media40%40%
6060minutes.
The average response time
from businesses is
5hours!
of customers who

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

11. 2
It takes businesses an
average of
4444hours to reply to a
customer email.
2days!
That’s too long.
It’s almost

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

13. And then they go to
social media to be
HEARD.

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

15. 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

16. 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

17. 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!

18. Are Customers With Your Speed?
How Satisfied

19. 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

20. 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

21. 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

22. 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

23. You Get Faster?
How Do

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

25. 2
ONLY 3% of customers who
mention a brand on Twitter
use its @ handle.
Listen harder. Use software to
find complaints.

26. 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.

27. 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!

28. 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!