How Fast Do You Respond to Your Customers on Twitter? [Infographic]

By | Google+ , January 17th, 2013 in Social Media | 15 comments
Are you fast when it comes to responding to your customers? Or just cheap? (Image source)

How ’bout now? How ’bout now? How ’bout now?

Annoying right? Sounds like your kids constantly bugging you about when you’ll arrive at Disneyland.

Your customers are a lot like that when they have a problem, and more and more are turning to live update services Iike Twitter to see exactly is going on. This happens when they have a general question or complaint (people like to air their grievances) and more crucially if your online product goes down and they need a status update.

The speed with which you respond is a major factor in the perception people have of your brand (customers and non-customers alike).

Answer quickly and you achieve two things:

  1. You can publicly fix someone’s problem (or at least let the know you are on the case) which more often than not turns a negative comment into a positive live discussion thread.
  2. Show people that you are real and attentive to their needs

Keeping a real-time search for your brand name open in Twitter is a great way to be a rapid responder, but is everyone doing this? Or a they not even bothering at all?

In the infographic below, some big brands are analyzed for their ability to get back to their customers or fans – and the results range from great to completely shocking.

Before you take a look at it, here are the highlights (and lowlights) of what are probably some of your favorite brand names.

Brand Response Time (HH:MM)
The Gunslingers Pepsi 00:19
Mastercard 00:34
Home Depot 01:02
The Snails McDonalds 34:47
Hewlett Packard 28:53
Coca Cola 16:42
The Smug Starbucks No Response
Visa No Response
Apple No Response
Walmart No Response

The Great Social Customer Service Race

Infographic by Software Advice – Click for full size image.

Read more details about this study.

– Oli Gardner

Tweetables

Share these Twitter response rates and average response times with your followers. And don’t worry, you can change the tweet text before it goes out.

  • McDonald’s average Twitter response rate was 34 hours and 47 minutes
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  • Coca-Colas Twitter response rate was 30%, whereas Pepsi’s was 15%
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  • Starbucks, Visa, Walmart & Apple did not respinse to any of the 280 Tweets sent their way
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  • Bank of America had the highest response rate at 35%
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  • Gillette’s average Twitter response rate was 34 hrs 47 min; Colgate’s was 9 hours and 42 min
    » Tweet This «

About The Author

Photo of Oli Gardner

Co-Founder of Unbounce. Oli has seen more landing pages than anyone on the planet. He is an opinionated writer and international speaker on Conversion Centered Design. You should follow Oli on Twitter
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Comments

  1. Timely and interesting post Oli.
    Recent Edison Research found that 20% of consumers expect a response within 15 minutes, 42% within the hour.
    Your results show that top consumer-facing industries are disappointing their own customers, despite talking the talk of customer centricity!
    Makes me wonder why they even bother; if it’s worth doing, it’s worth doing well, no?

  2. Tiana Kai says:

    Hootsuite has been amazing, but then again Twitter is their specialty. I’ve seen American Express reply to customers, they seem to be doing a great job as well.

    If companies do not use their profile for customer service, then they should create a separate Twitter account dedicated to support.

    • Ian Smith says:

      “If companies do not use their profile for customer service, then they should create a separate Twitter account dedicated to support.”

      Its imperative a unique Twitter account is used (and manned!) for customer services if you are going to exploit this technique.

      • Absolutely. I think there should be separate accounts or account types throughout the company.
        Individual accounts – knowledge and curation
        corporate account – corporate sound bites only
        support account – instant customer service
        latest update account – e.g. software updates, new products etc.
        As soon as you try to merge it becomes a mess and un-followable and possibly alienating.

  3. [...] on unbounce.com Share this:TwitterFacebookLike this:LikeBe the first to like this. This entry was posted in [...]

  4. Esteti says:

    Customers don’t want to wait, they want and answer now, or before than now, maybe they ask for the same product to more than one brand and they buy the producto to the one that answer first, but it is all about much more than that…

  5. Ryan Key says:

    There should be a Twitter award for the quickest response time. I can’t believe that these major corporations haven’t done something about this. Crazy.

  6. [...] to an experiment conducted by Customer Service Investigator (CSI), well-known brands like Starbucks, Visa, Walmart, and Apple do not bother to respond to [...]

  7. [...] – but one whiff of blood and you can bet your bottom dollar its jaws are poised to snap. Your response time is crucial in countering the harm to your [...]

  8. Very interesting post. Pepsi got the fastest response! :)
    I love doing infographics because it helps my blog increase the visits everyday.

  9. Speed is the name of the game, and you nailed that point right in the head, Oli. Too often, marketers make an effort to start an aggressive lead generation campaign, but when inquiries start coming in, especially through social media channels, the response rate is terrible. That would be an awful waste of sales opportunities.