Customer service response on social media grows in India

A study by American Express reveals that Indians are spending more time on social media for customer service responses than their foreign counterparts

e4m by Rahul Dubey
Published: May 10, 2012 7:13 PM  | 2 min read
Customer service response on social media grows in India

As India inches closer to becoming the second largest social media market in the world, a study revealed that Indians are increasingly using social networking sites for customer service purposes.

The usage of social media in India has increased drastically and is more than twice of other markets in the world, reveals America Express Global Customer Service Barometer survey. Fifty four per cent social media users in India have used social media at least once in the past year to get a customer service response – more than twice the average 20 per cent of consumers in other markets, according to the findings of the report.

The survey conducted in India and 10 other countries also found that people in India who use social media for customer service are more willing than the general population to reward companies with business and loyalty for quality service, and are also likely to end relationship due to poor service.

“Today’s networked consumers are demanding engagement, personalisation and prompt response from the companies they deal with across multiple channels. They also wield a lot of influence because they spend more for great service and share their opinions widely,” said Pradeep Kapur, Sr VP – World Service India and Process Excellence, American Express.

The report reveals that on an average, Indians talk to 44 people about good customer service experiences and to 46 people about their bad experiences. Moreover, 87 per cent Indians are willing to spend more for better service – willing to spend an average of 22 percent more; Seventy four per cent said they have spent more in the past year. Lastly, 64 per cent Indians lost their temper with a customer service professional in the past year, far higher in comparison to an average of 48 per cent in other markets.

For the record, India became the largest market for the world’s biggest social networking site Facebook with over 50 million users last year. As per the latest report ‘iCube’, released by IAMAI and IMRB, there are over 100 million internet users in India of which 87 percent use social networking websites at least once a week. Facebook foresees India becoming its largest user market in five to eight years.

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