A growing number of consumers around the world are contacting brands through social media channels, to the extent that customer service and audience engagement is now seen as one of the top organizational areas where social tools carry the most heft. Results from a new study, conducted by Havas Worldwide, suggest that consumer expectations are high for social responsiveness, and that brands that fail to meet those expectations risk alienating a large portion of consumers.
The Havas data comes from a survey conducted online in 31 countries around the world across 10,219 adults. 53% of respondents overall said they believe that companies are more responsive to customers when they complain via social media, a figure that rises to 57% among Millennials (aged 18-34). (Notably, recent survey results indicate that consumers expect faster response times via social than email.) Read the rest at MarketingCharts.