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There’s no avoiding this one. According to research by HubSpot, 90% of consumers say “immediate” responses are “important” or “very important” when they have customer service-related questions—and most consumers define “immediate” as 10 minutes or less. This reinforces similar research from McKinsey, which found that 75% of people expect help within just five minutes of reaching out—and that between 53% and 63% of consumers say they’d stop doing business with a company if those expectations aren’t met.
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