Consumers And Social Feedback

Last week, we had a post on how companies use social media in monitoring feedback about their businesses.  Today, we’ll look at information on how consumers use social media in regards to business feedback and customer service comments.

• Half of consumers said they are looking for an actual response from a company about a service issue

• 48% are praising a company for good customer service

• 47% shared information about an experience to a wider audience

• 46% vented about a frustrating customer service experience

• Just over 40% asked others about how a customer service experience could be made better

What Does This Mean To You

Imagine if a customer was asking one of your staff a question and your employee ignored them.
Do you think your shopper would consider that good customer service?
By not responding to questions via social media, that is exactly what you are doing.  But, its not being done in your store, it’s being done where all of your other customers can see.  And it’s being done in a way that makes it easy for your shoppers to tell all of their friends.

Half of consumers want to talk about something good.  Imagine the goodwill you could generate from thanking them for recognizing a positive experience?  You could be passing up the opportunity to boost moral by identifying a hardworking employee or an associate who went above and beyond.
Social media is a conversation and by not addressing problems or questions, you are doing harm to your business. Or, you could lose the opportunity for a virtual testimonial.  All the effort you put into your social offerings can be undone if your customer sees unresolved issues. For more information, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; Satmetrix


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