Response time is the wait between a customer’s message and the brand’s first answer. It is one of the clearest signs of care: people who ask a question in a comment or a message expect an answer within hours, not days, and some networks show businesses how responsive they are.
Median response time (half of replies faster, half slower) is fairer than the average, which one forgotten message can skew. Track it per person and per network, set opening hours, and use instant or away replies so people know when to expect an answer.
