It’s not really a secret: we are spreading our attention. In the final calculation, the average was also reported to be lower than that of a goldfish, which can be held for a full 9 seconds. Impressive, eh?
Blame it on social networking; Blame it on digital technology; Heck, you can also blame it on GMOs. But whatever you do, do not underestimate it.
While social media and smartphones are often considered to be the main culprits in our so-called loss, it’s not necessarily all bad: some studies have shown that what people can do in terms of attention span is actually their abilities. Are achieved in multitask.
I think this is a fair trade? No problem.
What difference does it make, how it affects you and your company and the way you should communicate with your audience.
To share? To survey? To find out about events, news and other things?
video) Create online community for. To share? To survey? To find out about events, news and other things?
Retrieved 3 March 2017, from https://www.merriam-webster.com/
It somehow relieves knowing that social media has a more inherent purpose beyond the selfie (guilty) and the Chuck Norris mem.
Communication is the key.
If social media is not part of your game plan to connect your customers, then it is time to rethink your strategies.
Our focus was not in any vacuum. Habits coming from the advent of super lightweight digital technologies are part of them. Social media users are expected to move from one platform to another to check the latest news, post status updates, share content with peers, react and share. (I kid, I kid. It’s probably 9 seconds or less per platform.)
Almost everything has a digital address, which literally means just a swipe, tap or click.
If you are not already using social media as a viable channel to communicate with your customers, consider the figures below:
Social Media and Smartphones: Connected Customers
This shows an increase of 5% from the previous year, which is double the percentage of registered social media users since 2009. (Statista)
52% of Americans now have at least 2 or more social media accounts. (Pew Research)
By the fourth quarter of 2015, Americans were spending an average of 1.7 hours per day on social media alone. (Statista)
(Pew Research)90% of consumers now expect a brand or organization to offer a self-service customer support portal; If the self-
ervice offering is mobile-responsive, 60% of consumers have a more favorable approach to the brand. (Global Status of 2015 Multichannel Customer Service Report)
As if this was not enough, Bank of America’s 2014 report on consumer mobility trends showed that 91% of their customers say they would not even last a day without their smartphones, television (76%) and coffee ( 60%). By landslides. (Bank of America).
Why online customer engagement is important?
53% of customers will not call customer service about the problem because they are afraid to deal with automated call services. Suffice it, that they want to give up to solve the issue and switch to just one contestant. (NewVoiceMedia)
67% of customers who make calls are plagued with sheer frustration at not being able to talk to a real person. (American Express Survey 2011)
73% of consumers want the ability to resolve product / service issues on their own; A third say they ‘clean a toilet’ instead of speaking with customer service. (2015 Aspect Consumer Experience Survey)
67% of customers have contacted a company for servicing through their social media site. (JD Power)
Looking at Twitter’s own 2015 figures, it shows that in just 2 short years, tweets directed at customer service accounts for profile profile companies had increased by 250%. (Customer Service on Twitter)
Research shows that one negative post on social media has as much impact on customer decisions as five positive posts on average. (McKinsey)
More than 1 million people see tweets about customer service every week. Roughly 80% of those tweets are negative or significant in nature. (Touch agency)
Yes it pays to be social
Customers who engage with companies on social media tend to be more loyal and spend up to 40% more with those companies than other customers. (Bain & Company)
Customer service costs from $ 1 per interaction on social media