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APAC social customer care at new high

News, 28 September 2015

SINGAPORE: Brands in the Asia-Pacific region that use Facebook as a platform for consumer engagement are achieving record levels of responsiveness to customer queries, according to new research.

Socialbakers, a social media analytics company, measured the extent to which brands across the region use Facebook for customer service purposes and revealed a marked improvement since last year.

Describing Asia-Pacific social customer care to be at an all-time high, Socialbakers noted that more than four-in-five (82%) APAC brands responded to all questions posed to them in Q2 2015 compared with an average of 67% in Q2 2014.

These brands are also responding within a much shorter timeframe, the report said, averaging 30 hours, down from 50 hours a year ago. Despite a high volume of questions, the top performing brands do so in ten minutes on average.

Bangladeshi brands, at 94%, remain the top responders to customer queries on Facebook, followed by brands from Australia (86%), Indonesia (84%), New Zealand (82%) and Thailand and Singapore (80% each).

With a response rate of 84% in Q2 2015, Indonesian brands improved the most since the same period last year, when just 56% of customer queries were answered, and the report described this growth as "exponential".

Telecom brands are the most engaged with their customers on Facebook with a response rate of 95%, the report added, but other high-achieving sectors include finance (83%) and airlines (77%). FMCG food, retail food and retail all score 76%.

Telkomsel, an Indonesian telecom brand, is identified as the most responsive brand in the region for the second quarter running.

The company has nearly 1.3m Facebook fans, who asked more than 36,000 questions in Q2 2015, and Telkomsel managed to answer nearly all of them (99.6%) with an average response time of just 11 minutes.

Commenting on the company's philosophy, Andri Wibawanto, vp of customer care management at Telkomsel, said: "Investing in social customer care has helped us to solve customer enquiries faster and more effectively than before, and we are now delivering better service for a greater number of customers at a lower cost."

Data sourced from Socialbakers; additional content by Warc staff