Twitter Complaints about Retailers Expected to Surge after Thanksgiving

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Latest Conversocial research finds that the volume of tweets to top retailers was five times higher than normal in the week following Thanksgiving in 2012.

Conversocial (http://www.conversocial.com), the enterprise cloud solution for delivering large-scale customer service over social media, released today “Preparing Social Customer Service for the Holiday Surge”. The report (available for download at http://conversoci.al/us-holiday-report) analyzes over 200,000 Tweets directed at ten major retailers between November 11th, 2012 and January 1st, 2013. The findings help retailers forecast the extra resources needed over the holidays, what kind of off-line activity will drive discussion on Twitter, and what kind of issues they need to prepare for.

The retailers analyzed were Barney’s, JC Penney, Kohl’s, Macy’s, Nordstrom, Saks Fifth Avenue, Sears, Target, Urban Outfitters, and Walmart.

Key Findings:    
–The retailers received twice the average daily volume of Tweets over the holiday period compared to October.
–The biggest surge in volume of Tweets was for the 7 days following Cyber Monday, with five times more than the average daily volume of October.
–The volume of customer service tweets correlated with Tweets about the retailer’s sales, events & promotions.
–Product availability issues caused the biggest negative spikes in activity.
–After negative customer service issues and general mentions, people Tweeted more about positive customer experiences than anything else.

According to NM Incite’s State of Social Customer Service 2012, 71% of those who experience positive social care are likely to recommend that brand to others, compared to just 19% of customers that do not receive any response. Similarly, Conversocial’s research shows that 88% of customers who see unanswered posts on a brand’s Facebook wall are less likely to buy from that brand.

“Since we know retailers can expect a huge increase in Twitter complaints in just a few weeks, it’s essential that they source their social customer service teams properly to handle the surge,” says Joshua March, founder & CEO of Conversocial. “Customer service must work closely to align its resources with holiday marketing campaigns. If done right, it’s a huge chance to drive brand advocacy as people share positive customer experiences.”

The report can be downloaded for free at: http://conversoci.al/us-holiday-report.

About Conversocial
Headquartered in New York and London, Conversocial is a cloud solution that enables businesses to manage social media as a large-scale customer service channel. Conversocial’s software and expertise has helped more than 150 of the biggest global companies implement their social customer service operations, including American Greetings, Barclaycard, Coach, GoDaddy, Hertz, JackThreads, Publisher’s Clearing House, Tesco and Winn-Dixie.

For more information contact: Mike Schneider, Mike(at)Conversocial(dot)com +1 (646) 375 2492.

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Mike Schneider
Conversocial
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