Retailers are not doing a good enough job at responding to customer service complaints via email. In fact, according to Eptica's 2015 Multichannel Customer Experience Study, companies take an average of 44 hours to respond to a customer concern submitted via email. This is 8 hours longer than it took on average in 2014. Social media is much more effective. Most companies respond to tweets in an average of 4 hours and 5 minutes, which has improved a lot since 2014 when the average response time was 13 hours and 10 minutes.