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How Fast Is
Fast Enough?
New Research Shows How Fast
Companies Have to Be 

in Social Media
I worked with Edison Research to design a study on the science of
complaints that powered my new book, Hug Your Haters.
I expected to discover that speed of response would have the greatest
impact on customer advocacy; that being fast would be the currency of
satisfaction when it comes to customer service.
We learned a lot from our research. We learned that when it comes to
customer advocacy, there’s one thing more important than speed. That’s
what I want to share with you in this ebook. Enjoy!
Many Customer Complaints are 

Never Answered.
1/3 of complaints are NEVER
answered, most of them 

in social media.
Many Customer Complaints are 

Never Answered.
You should answer
Every Complaint,
in Every Channel,
Every Time
25%
Answering a
complaint increases
customer advocacy
by as much as
25%
Not answering a
complaint decreases
customer advocacy

by as much as
50%50%
Do You Need to Answer?
How Fast
5
expect a reply in
complain in social media40%40%
6060minutes.
The average response time
from businesses is
5hours!
of customers who
And many companies
NEVER reply to
customers in social
media AT ALL.
2
It takes businesses an
average of
4444hours to reply to a
customer email.
2days!
That’s too long.
It’s almost
People think they 

are being IGNORED
when email responses 

are too slow.
And then they go to
social media to be
HEARD.
When a customer calls in a complaint,
speed of response is the MOST
IMPORTANT FACTOR

in customer satisfaction.
Speed is MORE
IMPORTANT than
accuracy,
When a customer calls in a complaint,
accuracy,
speed of response is the MOST
IMPORTANT FACTOR

in customer satisfaction.
Speed is MORE
IMPORTANT than
accuracy,
When a customer calls in a complaint,
accuracy,
speed of response is the MOST
IMPORTANT FACTOR

in customer satisfaction.
friendlinessfriendliness
Speed is MORE
IMPORTANT than
or truthfulness.
accuracy,
When a customer calls in a complaint,
accuracy,
Speed is MORE
IMPORTANT than
speed of response is the MOST
IMPORTANT FACTOR

in customer satisfaction.
friendlinessfriendliness
or truthfulness.
And that’s 

the truth!
Are Customers With Your Speed?
How Satisfied
70%
60%
50%
40%
30%
20%
10%
Social Media
Responses received within 24 hours
Satisfied with response time
0
Today, 63 percent of social
media complainers are happy
with how quickly businesses
respond in the channel.
Social Media Haters are
Satisfied Today
Percentage of responses received within
24 hours, and haters’ satisfaction with
response time, by channel
70%
60%
50%
40%
30%
20%
10%
Review Sites
Responses received within 24 hours
Satisfied with response time
0
Nearly two-thirds of the people
complaining on a review site are
happy with response times from
businesses, and 48 percent of
the replies received occur within
twenty-four hours.
Haters’ Expectations on
Review Sites Not as High
Percentage of responses received within
24 hours, and haters’ satisfaction with
response time, by channel
70%
60%
50%
40%
30%
20%
10%
Email
Responses received within 24 hours
Satisfied with response time
0
E-mail doesn’t fare as well. 

Only 61 percent of haters are
satisfied with response time. This
is perhaps because only 52
percent of e-mail complaints are
addressed within 

twenty-four hours.
E-mail Haters are 

Less Satisfied than 

Phone Haters
Percentage of responses received within
24 hours, and haters’ satisfaction with
response time, by channel
80%
70%
60%
50%
40%
30%
20%
10%
Phone
Responses received within 24 hours
Satisfied with response time
0
Of haters who complain by
phone, 75 percent are satisfied
with response time. Businesses
handle 67 percent of telephone
complaints within twenty-four
hours.
More than Two-Thirds 

of Telephone Haters 

are Satisfied
Percentage of responses received within
24 hours, and haters’ satisfaction with
response time, by channel
You Get Faster?
How Do
Make someone on your
team accountable.1
If it’s not someone’s job, 

it’s easy to accidentally 

IGNORE customers.
2
ONLY 3% of customers who
mention a brand on Twitter
use its @ handle.
Listen harder. Use software to
find complaints.
3
The vast MAJORITY of your
customer complaints fall into
a few situations that recur
FREQUENTLY.
Role play internally and plan
for scenarios and common
complaints and questions.
Get the Book.
HUGYOURHATERS.COM
The #1 BOOK on CUSTOMER
SERVICE disruption that shows you how
to HANDLE onstage and offstage haters
and turn them into fans!
Get the Book.
HUGYOURHATERS.COM
It’s one 

click away!
The #1 BOOK on CUSTOMER
SERVICE disruption that shows you how
to HANDLE onstage and offstage haters
and turn them into fans!

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How Fast is Fast Enough: New research shows how fast companies have to respond in social media

  • 1. 5fccf5 How Fast Is Fast Enough? New Research Shows How Fast Companies Have to Be 
 in Social Media
  • 2. I worked with Edison Research to design a study on the science of complaints that powered my new book, Hug Your Haters. I expected to discover that speed of response would have the greatest impact on customer advocacy; that being fast would be the currency of satisfaction when it comes to customer service. We learned a lot from our research. We learned that when it comes to customer advocacy, there’s one thing more important than speed. That’s what I want to share with you in this ebook. Enjoy!
  • 3. Many Customer Complaints are 
 Never Answered.
  • 4. 1/3 of complaints are NEVER answered, most of them 
 in social media. Many Customer Complaints are 
 Never Answered.
  • 5. You should answer Every Complaint, in Every Channel, Every Time
  • 6. 25% Answering a complaint increases customer advocacy by as much as 25%
  • 7. Not answering a complaint decreases customer advocacy
 by as much as 50%50%
  • 8. Do You Need to Answer? How Fast
  • 9. 5 expect a reply in complain in social media40%40% 6060minutes. The average response time from businesses is 5hours! of customers who
  • 10. And many companies NEVER reply to customers in social media AT ALL.
  • 11. 2 It takes businesses an average of 4444hours to reply to a customer email. 2days! That’s too long. It’s almost
  • 12. People think they 
 are being IGNORED when email responses 
 are too slow.
  • 13. And then they go to social media to be HEARD.
  • 14. When a customer calls in a complaint, speed of response is the MOST IMPORTANT FACTOR
 in customer satisfaction. Speed is MORE IMPORTANT than
  • 15. accuracy, When a customer calls in a complaint, accuracy, speed of response is the MOST IMPORTANT FACTOR
 in customer satisfaction. Speed is MORE IMPORTANT than
  • 16. accuracy, When a customer calls in a complaint, accuracy, speed of response is the MOST IMPORTANT FACTOR
 in customer satisfaction. friendlinessfriendliness Speed is MORE IMPORTANT than
  • 17. or truthfulness. accuracy, When a customer calls in a complaint, accuracy, Speed is MORE IMPORTANT than speed of response is the MOST IMPORTANT FACTOR
 in customer satisfaction. friendlinessfriendliness or truthfulness. And that’s 
 the truth!
  • 18. Are Customers With Your Speed? How Satisfied
  • 19. 70% 60% 50% 40% 30% 20% 10% Social Media Responses received within 24 hours Satisfied with response time 0 Today, 63 percent of social media complainers are happy with how quickly businesses respond in the channel. Social Media Haters are Satisfied Today Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel
  • 20. 70% 60% 50% 40% 30% 20% 10% Review Sites Responses received within 24 hours Satisfied with response time 0 Nearly two-thirds of the people complaining on a review site are happy with response times from businesses, and 48 percent of the replies received occur within twenty-four hours. Haters’ Expectations on Review Sites Not as High Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel
  • 21. 70% 60% 50% 40% 30% 20% 10% Email Responses received within 24 hours Satisfied with response time 0 E-mail doesn’t fare as well. 
 Only 61 percent of haters are satisfied with response time. This is perhaps because only 52 percent of e-mail complaints are addressed within 
 twenty-four hours. E-mail Haters are 
 Less Satisfied than 
 Phone Haters Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel
  • 22. 80% 70% 60% 50% 40% 30% 20% 10% Phone Responses received within 24 hours Satisfied with response time 0 Of haters who complain by phone, 75 percent are satisfied with response time. Businesses handle 67 percent of telephone complaints within twenty-four hours. More than Two-Thirds 
 of Telephone Haters 
 are Satisfied Percentage of responses received within 24 hours, and haters’ satisfaction with response time, by channel
  • 24. Make someone on your team accountable.1 If it’s not someone’s job, 
 it’s easy to accidentally 
 IGNORE customers.
  • 25. 2 ONLY 3% of customers who mention a brand on Twitter use its @ handle. Listen harder. Use software to find complaints.
  • 26. 3 The vast MAJORITY of your customer complaints fall into a few situations that recur FREQUENTLY. Role play internally and plan for scenarios and common complaints and questions.
  • 27. Get the Book. HUGYOURHATERS.COM The #1 BOOK on CUSTOMER SERVICE disruption that shows you how to HANDLE onstage and offstage haters and turn them into fans!
  • 28. Get the Book. HUGYOURHATERS.COM It’s one 
 click away! The #1 BOOK on CUSTOMER SERVICE disruption that shows you how to HANDLE onstage and offstage haters and turn them into fans!