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38.2% < 1 hour

A recent survey of nearly 1,000 customer service professionals globally by Incite Group (‘2020 State of Customer Service’) found that 38.2% claimed to reply to customer service requests within one hour.

On the face of it, this is an impressive stat; only a few years ago very few organisations would reply to customer requests within the day (and in fairness, many still struggle to do so).

However, the same research found that over 30% of organisations hadn’t yet even started to offer social customer service. In a world where social is the channel of choice for growing numbers of consumers this perhaps casts the first finding in a slightly different light. Are customer service professionals who strive for excellent response times on communication channels which are becoming less meaningful, while not embracing new channels, running the risk of just “building a faster horse”, to quote Henry Ford?

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