Consumers Will Punish Brands that Fail to Respond on Twitter Quickly →

Customers have high expectations for a quick response: 53 percent who expect a brand to respond to their Tweet demand that response comes in less than an hour, according to the Lithium-commissioned study by Millward Brown Digital. That figure skyrockets to 72 percent when they have complaints.

When companies don’t meet these lofty response expectations, 38 percent feel more negative about the brand and a full 60 percent will take unpleasant actions to express their dissatisfaction.

The full press release is a bit of a shill for Lithium’s products but these figures are interesting.  Now, one thing to note is that the survey respondents were already Twitter users. So, the better line might be “Those customers that use Twitter have high expectations…”

Is Twitter right for your brand? If you do decide to participate on Twitter, this study indicates you should be ready to respond.