According to the recent report by the Society for New Communications Research on the link between Customer Care and Brand Reputation in the Age of Social Media:
- 59.1% of respondents use social media to “vent” about a customer care experience
- 74% choose companies/brands based on others’ customer care experiences shared online
- 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 report clearly shows that there is a growing group of highly desirable tech-savvy consumers who use social media to research companies & products. These individuals will clearly not use companies with bad reputations for customer care and are quite prepared to tell others online about their views.
It should not be news for companies that these people exist. But it should provide insight into who they are and what they do.