Survey Demonstrates Good Customer Experience More Important than Ever
A new survey of 2,034 UK adults commissioned by NewVoiceMedia has revealed the increasing trend of consumer power to damage under-performing brands.
As many as a third (31%) of the respondents said they now actively use social media channels such as Twitter and Facebook to complain about poor customer service, with women twice as likely than men to vent online.
In addition, the most prolific social media users (and complainers) were found to be people of the 16-24 age group, where the figure rises to 40%. Overall, 7% of the surveyants claimed they consider posting on Facebook to be the most effective way to resolve a problem with a company.
Jonathan Gale at NewVoiceMedia commented on the findings: "Not long ago, customers would tell friends and family if they experienced poor customer service. While this is damaging to a brand, it's not nearly as powerful and immediate as customers who take their complaints online. Within hours, a business can suffer irreversible damage to its reputation, resulting in lost revenue and growth opportunities."
He added: "Customers want personal and engaging experiences every time, through every channel. Customer experience is a key differentiator and by doing it well, organisations can drive the customer acquisition, retention and efficiency that make leading companies successful."