Conversocial Discovers Consumers Turn to Facebook as a Major Customer Service Channel In 2012

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Research Finds 459% Increase In Facebook Comments To Top US Retailers Over The Past Year; "Enterprise V2" Launches To Help Businesses Manage Spike In Inquiries Via Facebook And Twitter

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The surge in customer service issues moving from traditional to social media channels makes it essential for businesses to prioritize tools and build teams trained in social customer service,” said Joshua March, CEO of Conversocial.

Conversocial, a leader in social customer service, today announced the findings of new research measuring customer comments on Facebook to leading U.S. retailers over the past year. Entitled “Facebook and Social Customer Service: A Retailers Year End Review ”, the research compared the volume of customer service-related posts to the top 10 ranked U.S. retailers’ Facebook pages between Thanksgiving and Cyber Monday in 2011 to 2012. The research found that the top 10 retailers experienced a 459% average surge in customer communications over Facebook, with several, including Target (4250%) and Best Buy (4970%), incurring a surge 10 times steeper.

"Our research proves what most people who pay attention to social media probably intuited, namely that platforms like Facebook and Twitter are rapidly becoming prominent means of communication between consumers and corporations," said Liel Leibovitz, Assistant Professor of Communications at New York University, who conducted the study.

In response to the growing demand for customer service solutions via social media channels, Conversocial also announced today the release of “Enterprise V2”, the latest version of its enterprise-level software. Conversocial Enterprise V2 brings to market the first dedicated software solution designed for companies to effectively bring social into the contact center. New features include:

  •     Advanced Prioritization— Self-learning prioritization engine uses natural language processing and analysis of each company’s unique historic response data to create a completely customized system of operation.
  •     Message Approval Workflow— Designed for large social customer service teams; easily regulate public agent responses with fluid approval for outgoing messages.
  •     Business Hours— Customizable analytics for customer service agents’ business hours. Review the responsiveness and agent performance in line with real working patterns to identify clear resourcing needs.

“The surge in customer service issues moving from traditional to social media channels makes it essential for businesses to prioritize tools and build teams trained in social customer service,” said Joshua March, CEO of Conversocial. “After speaking with many of our leading clients on the state of the market— several who have gone from teams of four social agents a year ago to now over 40 full time— we believe that over the next 2-3 years this will grow 10x as social starts to replace traditional web channels like email. Contact centers in the near future will require hundreds of social agents, making it the most important service channel after the phone."

An internal study recently conducted by Conversocial looked at the volume of social media messages from its eight largest clients, discovering a 91% increase in response rate to social media messages since Q4 2011, comprising a near-400% increase in the number of replies sent out to customers. Enterprise V2 was developed to help large businesses effectively manage the growing demand of their customers, who now expect companies to handle customer service issues over social channels.

This latest upgrade to Conversocial’s Social Customer Service platform provides an easily adoptable software to fit large-scale organizations with complex workflow chains. By implementing Conversocial, businesses are now better equipped to quickly and effectively negotiate the immense volume of customer service interactions taking place over social media.

About Conversocial

Headquartered in New York and London, Conversocial continues to expand into the American market. Conversocial has processed more than 261 million customer service interactions on social media— with 14.61 million interactions processed in October 2012— and is deployed in more than twenty countries. Companies and organizations such as Barclaycard, Charity USA, Groupon, Hertz, Net-A-Porter, Ogilvy, Sephora, Tesco, Waitrose, Tupperware, The University of Phoenix, and Vitalicious are using Conversocial's Software-as-a-Service to manage the flow of customer service enquiries and discussions on Facebook and Twitter.
For more information contact: Anna Drennan, Anna(at)Conversocial(dot)com or Michael Cecil, 212-362-1307, Michael (at)Thunder11(dot) com.

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