Indians are far ahead of their Asian counterparts in the use of social media to get customer service response from companies, finds a survey by American Express Customer Service Barometer.
According to the findings, 71% Indians have used social media at least once in the past one year for customer service, more than twice that of Japan (29%) and ahead of Hong Kong (50%).
According to the survey, top 5 reasons for which Indian consumers use social media on customer service:
- Sharing information about service experience– 56%
- Asking other users how to get better service – 50%
- Praising a company for great service experience – 47%
- Seeking an actual response from a company about a service issue – 47%
- Seeking recommendations from others about good service providers – 45%
Nearly nine out of ten consumers in India (88%) feel companies have improved in how often they respond over social media channels. However four-in-ten (41%) consumers who have used social media for customer service inquiries say they always get an answer or have their complaint resolved, but half (50%) say it is resolved only sometimes. Fewer than half as many in Japan (12%) or Hong Kong (18%) report receiving similar service all the time. Japanese consumers are the least likely to have their issue resolved via this channel (34%, rarely/never).
Businesses in India can reap the most rewards by providing excellent service, as 78% of consumers have spent more with a company that delivers positive customer service experiences. The survey also revealed that poor service can lead to lost sales. Nearly three in four (73%) Indian consumers intended to conduct a business transaction or make a purchase, but decided not to due to a poor service experience – this is a slight increase over 2014 and 2012 (71%).