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A third of consumers never receive a response when they contact a firm with a customer service question via social media, according to a report. The Northridge Group found that although 26 per cent of consumers head to sites like Facebook and Twitter when other channels fail, 33 per cent do not receive a reply.

When brands do respond, more than 30 per cent do not meet customers’ expectations, and social media has the lowest issue resolution rate and follow-up of all channels.

“When it comes to customer service, social media just isn’t living up to the hype,” said The Northridge Group’s executive practice lead for customer experience and contact centre management Pam Plyler.

Only three per cent of customers said social media is the fastest channel for issue resolution, and only two per cent say it is their preferred channel.

63 per cent said they have to engage with a brand two or more times on social media before their query is answered or their problem is resolved.

42 per cent of consumers expect a resolution within an hour on social media, but 39 per cent of respondents said companies can take a week or longer to do this.

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