1. THE UNDENIABLE AUTHORITY OF THE
SOCIAL CUSTOMER

2. THE SOCIAL CUSTOMER. THE DAWN OF THEDIGITAL AGE,
along with the explosive growth
of social media, has forced the
evolution of customer service.
With it came the rise of a new
customer—one who has been
known to topple even the most
respected of brands.
THIS NEWFOUND AUTHORITY IS KNOWN AS
THE SOCIAL
CUSTOMER.

3. WHO IS THE
SOCIAL CUSTOMER?

4. THE SOCIAL CUSTOMER TOUCHES NEARLY EVERY CORNER OF THE GLOBE.
AT LEAST 20% OF THE
WORLD’S POPULATION
USE SSOCIAL MEDIA.
THAT’S MORE THAN HALF OF
THE BILLION INTERNET
USERS ACROSS THE WORLD.
20%

5. TODAY’S SOCIAL CUSTOMER IS:
LISTENING TO PEERS
RESEARCHING
HEAVILY ONLINE
POSTING COMPLAINTS
ON SOCIAL MEDIA
…WHICH HAS CHANGED EVERYTHING
BUSINESS OWNERS THOUGHT THEY KNEW
ABOUT CUSTOMER RELATIONSHIPS.

6. EXPECTATIONS ARE HIGH. In today's age of constant
connectivity and instant
solutions, the Social Customer
demands immediate assistance
at any hour of the day.
EXPECTATIONS ARE HIGH.

7. FACEBOOK 39% of them are looking 22% of customers 29% of customers
46%
46% of customers want
to engage with brands
via Facebook to solve
problems.
39% of them are looking
to give feedback about
products or services.
22%
22% of customers
expect same-day
responses.
29%
29% of customers
expect responses
within 2 hours.

8. TWITTER 22% 30% 81% of Twitter users expect same-day customer service
responses.
22% of Twitter users
expect responses
within 2 hours.
30% of Twitter users
within 30 minutes.
81%
22%
30%

9. 80% AN INTIMATE CONNECTION AMONG ALL CONSUMERS.
SOCIAL MEDIA HAS PROVIDED
AN INTIMATE CONNECTION
AMONG ALL CONSUMERS.
ROUGHLY
of customer service
tweets are negative
or critical in nature.
80%
MORE THAN
1 MILLION PEOPLE
view tweets about
customer service
every week.

10. SOCIAL CUSTOMERS NO LONGER LISTEN TO COMPANY MESSAGES;
THEY’RE LISTENING TO PEERS
INSTEAD. THE POWER HAS
SHIFTED FROM BRANDS TO
THEIR CUSTOMERS.
On average, 1 SOCIAL
CUSTOMER will tell
42 OTHER PEOPLE
about a company.
88%
88% OF CUSTOMERS are
in uenced by reading reviews.

11. CUSTOMER SUPPORT FOR BUSINESSES?
HOW DOES THIS SHIFT IN AUTHORITY AFFECT
CUSTOMER SUPPORT FOR
BUSINESSES?

12. 60% UNFORTUNATELY, MANY ORGANIZATIONS STILL DO NOT
BELIEVE IN THE AUTHORITY OF THE SOCIAL CUSTOMER.
60%
of companies
don't respond to
customers via
social media, even
when asked direct
questions.
7 OF THE TOP 20
retailers have even
erased customer
questions on their
Facebook pages.

13. BUT THEY’RE PAYING FOR IT......
88% of consumers are less
likely to buy from companies
that ignore complaints and
questions on social media.
88%
MONEY SHREDDER
ONLY 17% of consumers
who had negative service
experiences recommend those
companies in the future.
17%

14. THE MOST SOCIALLY PROACTIVE COMPANIES SEE SOLIDRE SULTS:
Customers who engage with companies over
social media spend 20% to 40% more money
with those companies than other customers.
81%
81% of companies with strong capabilities
for delivering excellent customer service
are out-performing their competitors.

15. SOCIAL CUSTOMER? THE COMING AGE OF THE
HOW SHOULD YOU PREPARE YOURSELF FOR
THE COMING AGE OF THE
SOCIAL CUSTOMER?

16. NO MATTER HOW EMBARRASSED OR FRUSTRATED YOU MAY FEEL
WHEN A CUSTOMER COMPLAINS ON SOCIAL MEDIA, YOU SHOULD
ALWAYS RESPOND.
83%
of customers who
tweet complaints
love it when
companies respond.

17. WHEN RESPONDING TO THE SOCIAL CUSTOMER, DON’T FORGET TO:1 2 3 4 5
STRIVEFORFASTRESPONSETIMES.
BEHUMANAND,ATTIMES,APPLYHUMOR.
DON’TBEDEFENSIVE.
ALWAYSTHANKTHECUSTOMER.
SUGGESTASOLUTIONTOTHEPROBLEM.

18. TO IMPROVE YOUR COMPANY’S OVERALL PLAN FOR
SOCIAL CUSTOMER SERVICE, CONSIDER THESE TIPS:
LISTENTOYOURCUSTOMERSAND
BUILDRELATIONSHIPSWITHTHEM.
HAVEADETAILEDCRISIS-MANAGEMENTPLAN.
DESIGNATEATLEASTONEMEMBEROFYOUR
COMPANYTOBEAVAILABLE24/7ONSOCIALMEDIA.
COMMITRANDOMACTSOFWOWFORYOURCUSTOMERS.
STRIVETOALWAYSPROVIDELINKSTOHELPFUL
INFORMATIONATTHEENDOFEACHRESPONSE.

19. THE SOCIAL CUSTOMER IS HERE TO STAY.
EVEN IF THE CHANNELS (FACEBOOK, TWITTER, ETC.) EVOLVE,
THE SOCIAL CUSTOMER IS HERE TO STAY.
IN THE NOT-SO-DISTANT FUTURE,
CONSUMERS WILL EXPECT EVEN
FASTER RESPONSES FROM
COMPANIES LIKE YOURS.
DON’T LET YOUR CUSTOMER
SERVICE EFFORTS FALL BEHIND!

20. SIGN UP FOR YOUR FREE 14-DAY TRIAL OF DESK.COM TODAY!
CLICK HERE TO GET STARTED
DESK.COM IS THE ONLY CUSTOMER SERVICE PRODUCT BUILT FROM THE GROUND UP TO SERVE THE
NEW SOCIAL CUSTOMER. VIEW AND RESPOND TO YOUR SOCIAL CUSTOMERS DIRECTLY FROM
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Sources: pewinternet.org, forrester.com, conecomm.com, oracle.com, touchagency.com, zendesk.com, americanexpress.com,
liveops.com, crmidol.com, nmincite.com, inc.com, peppersandrogersgroup.com, maritzresearch.com

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