J.C. Penney Co. (NYSE: JCP) is the top retailer when it comes to handling customer complaints on Twitter, according to a new report.
Conversocial Ltd. tracked how 10 U.S. retailers – along with airlines, telecommunications firms, restaurant companies and finance companies – responded to customer service inquiries on Twitter during a one-week period in August.
J.C. Penney referred only 1.72 percent of shoppers' tweets to another channel, the lowest percentage among retailers in the study. However, Lowes Co. (NYSE: LOW) referred a whopping 23.01 percent of its shoppers to contact it in other channels.
The 10 retailers in the study, including Wal-Mart Stores (NYSE: WMT) Bed Bath & Beyond (NASDAQ: BBBY), redirected 9 percent of tweets, on average, to another channel. The majority (83 percent) of the redirected tweets asked shoppers to e-mail the retailer, while 17 percent suggested the consumer call a contact center.
Most shoppers who contact retailers via Twitter want to have their issues resolved on the social network, rather than being directed to the merchant's call center or email, according to the study. Nineteen percent of consumers said they had already tried to get their issues resolved in a different channel.
"Social is often used as a last resort by customers who have failed to obtain a resolution in other channels," Joshua March, Conversocial CEO and founder, wrote in a blog post, Internet Retailer reported.
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