J.D. Powers & Associates recently published their results on social media, and I am not surprised with the findings. I’ve mentioned previously in other blog posts, that the page should be balanced between marketing and customer service. However, many are still providing only discounts and deals and updates on menus, yet, take a week to simply respond to customer feedback that is left on their wall.
For example, I know of some that only like a page to ask a question or leave a complaint. Then after they receive an answer they unlike, especially in the restaurant business. However, I also know of some that like a page because they loved the service, and want to keep up to date with the latest and also comment and share about positive experiences.
Restaurants should embrace all type of feedback and respond to all comments good or bad. The study is telling and below are some key findings.
- 67% of consumers have used a company’s social media site for servicing, compared with 33% for social marketing.
- Younger consumers (18-29 years old) are more likely to use brands’ social media sites for servicing interactions (43%) than for marketing (23%).
- The automotive industry balances marketing and servicing engagements better than any other industry included in the study.
- Consumer expectations for social interactions vary across industries, although quality content and responsive service representatives are keys to higher satisfaction levels.
For the complete press release you can find it here 2013 Social Media Benchmark Study.
If you own or manage a restaurant, and do not have the time to respond daily or lack a strategy to balance the marketing and the customer service online, send an e-mail to firstname.lastname@example.org.