There has been a 73% increase in the number of consumers prepared to stand up for good customer service, compared to 10 years ago.
According to the research by NewVoiceMedia, 57% of British consumer will give a business feedback in order to let them know they are performing poorly, and 37% feel empowered by social media to easily share their experiences.
While the majority of consumers (64%) provide feedback in order to express their opinion, 12% regard it as an opportunity to discourage others not to use the business and 4% actively seek to damage the reputation of the company with their feedback.
Interestingly, the over-55s are the most likely age range to let a company know they’re performing poorly (61%); but they are also most likely to thank a company for their service (37%).
“Customer feedback, whether delivered privately as most respondents still do, or publicly for others to witness, should of course receive equal attention and subsequent action,” said Martin Hill-Wilson, Customer Experience and Social Business Strategist. “But there is growing belief and some evidence that organisations become more motivated to improve their customer service when it is on show via a social network.”
Faced with a negative experience, one in five 16–24-year-olds will complain in the hope of gaining compensation, and 6% of this age group even give feedback in order to increase their followers or likes on social media.
Around half of UK consumers offer feedback to businesses through social channels, and of those, 24% do so because it’s convenient, 20% claim it reaches many people and 16% believe it’s the most effective means of getting action from the business.
Nearly one in ten (9%) turn to social media as it influences other people, 3% favour it as they don’t need to face anyone, and the same percentage believe there is no consequence to their complaint.
Jonathan Gale
“Customer experience is the key differentiator, and by doing it well, organisations can drive the customer acquisition, retention and efficiency that make leading companies successful,” said Jonathan Gale, CEO of NewVoiceMedia. “Customers want personal and engaging experiences every time, through every channel; from the steps they take to interact with a company to the agents they deal with.”
Author: Megan Jones
Published On: 11th Jun 2014 - Last modified: 7th Apr 2021
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