Consumers Want a Response, And They Want It Now

Posted by Lauren Murphy on November 14th, 2013 in , ,

Watch out for consumer tweets coming your way! Lithium Technologies, in conjunction with Millward Brown Digital, performed a study on consumer perceptions on brands’ response time on Twitter. Think you can respond at your leisure? Think again. Lithium found that 53% of those surveyed expected brands to respond within an hour of a tweet. The percentage increased to 72% when it came to a complaint. So, why do consumers want such a quick response?

The study found that more than 50% of all active users on Twitter seek out and engage with brands. They’re looking for a deeper connect with the brands they love and they seek the connection through social media. When a brand seemingly “snubs” a consumer by not issuing a response to a tweet, it could mean bad news bears for the brand’s reputation. When ignored, 38% of consumers start to feel more negatively towards a brand. A whopping 60% will voice their dissatisfaction to the masses. Clickz reports that 29 percent of consumers will start to relay their negative feeling to family and friends and 26% will elicit other media forms as their concern grows. The longer a brand takes to respond, or chooses to not respond at all, impacts its overall reputation among its consumers.

Aside from the negative effects a delayed response can have, a brand can harness the power of its response time and reap the benefits. Lithium reports that 34% of consumers are projected to buy more from the brand and 43% will spread the word to their family and friends (and you know how we heart word-of-mouth). Positive recommendations go a long way from brands in the short and long-term.

Overall, brands need to have a strategy when it comes to responding to consumers not only on Twitter, but all social media. A quicker response time leads to a satisfied customer and therefore a satisfied you when they come back again.





22 Responses to “Consumers Want a Response, And They Want It Now”

  1. I would like to be a tester for your companies. I enjoy this type of work. I am a hard and focused. I worked for United Airlines for 5 years. I hope you consider me for a job. I thank You Very Much.

    Christine Kratochvil

  2. desiree says:

    With in 5 – 30 mins

  3. Mariah Brashear says:

    I would like to try out your makeup products please let me know thank you.

  4. Venisha Hawthorne says:

    This was a very informative way to trying to understand what the consumer wants. I, unfortunately, an one of little patience and like immediate satisfaction.

  5. Paul88 says:

    I would like to be invited to any campaigns

    thanks again

  6. nicbeynon33 says:

    I would be very interested In being a tester for your company . Thank you.

  7. candice says:

    I would love to be a tester

  8. marcy says:

    I would love to be invited to any campaigns and test products.

  9. mary1975 says:

    I would like to be any campaigns and test products,thanks

  10. Kaileina says:

    I’d love to be a tester

  11. Sammy01 says:

    I would love to try out new campaigns and test new products

  12. rosie says:

    I would love to test new products.

  13. Barbara says:

    Need to start trying products now….I really enjoy posting my opinion and rate :)

  14. Hayam says:

    I would love to be a tester for your products and share them if I like them.

  15. nicki says:

    Have become a member over 40 didnt like the fact you said in the blog millionas are more the target audience? What’s up with that? Anyone over 40 should not even try anymore? Was wondering why that was printed and not a happy bzz agant and WAS excited now not too sure about this at all and why did I send out a Facebook post saying I liked this when I am not your target in your target range?

  16. nicki says:

    I so wanted to be a product tester. I won’t be reading any blogs in the near future as you kinda dashed mule hopes of becoming one…maybe I read something I should not have..I sure hope so was looking forward to being a product tester and telling all my friends and Co workers up here in Canada

  17. chastity says:

    I would like to a tester for ur products. I love to try new things and so do my kids

  18. ABRIL101 says:

    I would love to be a tester for your products and share them with my family and friends.

  19. Rachel Bata says:

    I myself am 54 and do not take offense what-so-ever! I have just started trying out this testing business as of today as I am a Breast Cancer Patient with time on my hands and hopefully side! I have been very impressed with the marketing techniques found here, and think this might very well be worth more to ME than a few free toilet paper rolls! People do not show negativity in everything ,but give people a chance and maybe they might just PROVE you wrong,and frankly I would prefer a little competiton here.Bzz please bring on the new campaign & the champane. P.S. I wasn’t aware you were hiring??? Ha Ha Happy New Year! Mmm Rachel Bata

  20. JANE PEHLER says:

    am submitting a comment on the charmin I tested. when it arrived, my husband said some more cheep paper, that you scratch yourself when you use it. well after using it, He is very happy with it. we like the softness in it. the design and you do not really have to use very much. the only thing I find is that the rolls are about 1/2 TO 3/4 in shorter then they were at one time.

  21. I would love to be a tester especially if you are connected with Krogers I shop at Krogers Love that store and I have plenty of spare time to be a tester for your products

  22. I would love to test your products

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