Social media is among the last places consumers want to go for customer service, according to a new survey, which shows that the number using this channel to resolve issues has dropped compared to two years ago.
Over 1,700 people between the ages of 18 and 65 were interviewed across the US, the UK, the Netherlands, France and Australia for the Nice/BCG 2016 Consumer Experience Report.
While daily, weekly, and monthly use of social media channels doubled between 2011 and 2013, those same categories declined between 2013 and 2015, and the number of respondents who never use or are not offered social media customer service rose from 58% in 2013 to 65% in 2015.
Respondents who do not use social media cited a number of reasons why. It takes too long to address issues, according to 33%, it has limited functionality (32%), and it isn’t feasible for complex tasks (30%).
Social media was the channel with the highest percentage of abandons in both 2013 and 2015, with the number rising from 32% to 42% over that period.
Other findings include a decreased satisfaction and success since 2013 across the board with all contact channels (except for mobile apps), particularly Interactive Voice Response (IVR) (down 20%) and social media (down 23%).
Churn rates also vary among different age groups. While 78% of baby boomers will leave a provider due to a customer service issue, only 54% of millennials will do so.
Meanwhile, the has been a sharp increase in customer skepticism about the effects of their feedback, with only 25% thinking it likely that service providers took action based on their feedback, down from 40% in 2012.
“This year’s survey serves as further proof that customer service is becoming more complex and more critical for a company’s success,” said Tom Dziersk, president of Nice Americas.
“When an organistion can create a perfect experience, there are many dividends, and as the report’s findings make clear, ample room for improvement creates many opportunities for businesses to set themselves apart.”
