Best Buy (NYSE:BBY) is better at using social media for customer service than any other major retailer, according to a study just released by Conversocial—and Apple (NASDAQ:AAPL) ranked at the bottom of the 100-retailer list.
The customer-service vendor manually tested 100 online and brick-and-mortar retailers, scoring them on how quickly they responded to problems posted on Facebook or Twitter, whether issues were resolved via social media, whether issues were resolved publicly, and whether the retailer responded to tweets that include the brand's Twitter handle.
The maximum score was 5 stars, and Best Buy was the only company to hit that mark, based largely on its 14-minute average response time. The average response time for all retailers who responded was 11 hours, 15 minutes, but about 20 percent of retailers tested didn't respond at all on Facebook or Twitter. Most customers expect a social-media response in under two hours, Conversocial's report said.
Other retailers in the top 10 were (in order) 1-800-Flowers (NASDAQ:FLWS), Kohl's (NYSE:KSS), Beachbody, Sierra Trading Post, Target (NYSE:TGT), Walmart (NYSE:WMT), HSN (NASDAQ:HSNI), Nordstrom (NYSE:JWN) and Vitacost (NASDAQ:VITC) .
Among other big retailers, Amazon (NASDAQ:AMZN) came in at number 70 with a 3 hour, 35 minute average response time. Barnes and Noble (NYSE:BKS), J Crew, JCPenney (NYSE:JCP), Costco (NASDAQ:COST), Ralph Lauren (NYSE:RL), Aeropostale (NYSE:ARO), Abercrombie & Fitch (NYSE:ANF), Eddie Bauer and Apple were among the chains that apparently didn't respond often enough via social media to generate an average response time.
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