Are You Listening?
According to the Society for New Communications Research, “Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media”, as social media usage becomes more ubiquitous, affluent consumers are using social media channels to share their personal customer service experiences and learn about others’ care experiences when making purchase decisions.
The top findings of the study include:
- 59.1% of respondents use social media to “vent” about a customer care experience.
- 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes.
- 84% of respondents consider the quality of customer care at least sometimes in their decision to do business with a company.
- 74% choose companies/brands based on others’ customer care experiences shared online.
- 84% of respondents consider the quality of customer care in their decision to do business with a company at least sometimes.
- 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than
- 33% believe that businesses take customers’ opinions seriously.
“This study indicates that there is a growing group of highly desirable consumers using social media to research companies: 25- to 55-years old, college-educated, earning $100,000+ – a very powerful group in terms of buying behavior,” said Dr. Ganim Nora Barnes, senior fellow, Society for New Communications Research.
“These most savvy and sought after consumers will not support companies with poor customer care reputations, and they will talk about all of this openly with others via multiple online vehicles. This research should serve as a wake-up call to companies: listen, respond, and improve.”
Is your company actively managing their reputation?
