The best and worst UK brands in social customer service
Socialbakers’ Q4 Socially Devoted results show that UK brands have been steadily increasing their response rates over the last nine months. During Q2 45% of enquiries were dealt with, rising to 52% in Q3. Now, that figure stands at 55%.
According to the report Virgin Media tops the charts for responding to customer enquiries, based only on answered questions minus unanswered questions. With a relatively high response time of 532 minutes and an 85.45% response rate, some might argue that Next, currently in second place, should take poll position for its much leaner response time of 33 minutes and 93.26% response rate (particularly since Virgin Media’s responses are often very generic template replies).
Nonetheless, charts like these are tantalizing for their inherent naming and shaming, and the worst ten performers exhibit some truly shocking stats. T-Mobile UK’s response time is a whopping 1,405 minutes, while Amazon UK’s response rate is a majestic 0%.
Proof, then, that despite mega marketing budgets the big boys don’t always know what they’re doing.