Since we introduced Socially Devoted as a standard in social customer care, brands have improved the way they deal with questions on their Facebook and Twitter walls.
Taking a look at a year’s worth of data, we’ve spotted some interesting trends. For example, our quarterly industry rankings show that Airline, Telecom, and Finance are consistently the three most responsive verticals on Facebook. The latest results show that the Airline industry is in the lead (with a 79.1% Response Rate), followed by companies in Finance (77.7%), and Telecom (75.2%).
Leaders in Respective Industries
The average Response Rate of all the studied brand pages (22 961) was 62% with an overall average response time of 1 153 minutes. That means that the FMCG, Electronics, Alcohol, and Automotive Industries performed below the overall average. Keep in mind that our Socially Devoted criteria state that brands must reach a 65% Response Rate.
Royal Dutch Airlines (KLM) have the most responsive Facebook Page in their industry, with an outstanding 97.21% Response Rate and a Response Time of 45 minutes.
Airlines industry benchmark: Response Rate: 79%, Response Time: 475 minutes
South African FNB responded to 97.61% questions on Facebook in Q2 and did so within 60 minutes, on average.
Finance industry benchmark: Response Rate: 78%, Response Time: 575 minutes
Clients of Claro, a mobile operator in Gautemala, can expect most of the answers to their questions (98.34% Response Rate) in about 32 minutes.
Telcom Industry benchmark: Response Rate: 75%, Response Time: 495 minutes
In case you have any inquiries concerning Tesco products, you can rely on a 93.35% Response Rate and a 98 minute Response Time.
Retail industry benchmark: Response Rate: 66%, Response Time: 743 minutes
Hungry for fashion tips? Black Milk Clothing covered most of the questions during Q2 (91.06%) in 72 minutes on average.
Fashion industry benchmark: Response Rate: 65%, Response Time: 733 minutes
Indonesian baby formula Aku Anak SGM dominates the FMCG industry with an 87.79% Response Rate and a 906 minute Response Time.
FMCG industry benchmark: Response Rate: 57%, Response Time: 1 026 minutes
Samsung in Norway (Samsung Norge) reached a high Response Rate in Q2 (87.63%), however it takes them more than 17 hours to respond (1 062 minutes).
Electronics industry benchmark: Response Rate: 47%, Response Time: 1 166 minutes
Tequila Centenario became the most Socially Devoted brand in the alcohol industry with a 89.43% Response Rate and a 389 minute Response Time.
Alcohol industry benchmark: Response Rate: 38%, Response Time: 812 minutes
SEAT Mexico customer service is nearly perfect thanks to a 93.26% Response Rate and a 547 Response Time.
Automotive industry benchmark: Response Rate: 38%, Response Time: 985 minutes
Don’t forget to check out www.socially-devoted.com! You’ll also be able to see the Twitter results for the last three quarters.