Modern consumers take their revenge online

Research from NewVoiceMedia has revealed that 34% of US consumers take their revenge online following inadequate customer service.

The survey of 2,030 adults from the United States showed that the figure soared to nearly 60% among 25–34-year-olds – clearly demonstrating the generational importance of a channel that’s likely to explode in relevance as Gen Y consumers’ spending power increases.

While 64% of those surveyed stated that traditional forms of communication such as email and phone were their preferred means of complaining for a fast response, more than a quarter of Gen Y and millennials (those aged 16 to 34) believe social media is the most effective means of issue resolution – with Facebook proving to be the favoured social network for interacting with businesses.

However, the significance consumers place on excellent service presents opportunities as well as threats, as organisations can boost their business by getting it right. They can even turn complainers into advocates by prioritising the service they receive through other channels.

This can be made possible by NewVoiceMedia’s ContactWorld solution which enables agents to identify callers with specific social media data before their call is answered, and prioritise accordingly.

The research also found:

• 70% of respondents said that good service had a considerable influence on their loyalty
• 69% would recommend the company to others
• Approximately 50% would use the business more frequently
• 42% are prepared to spend more money with them

“Not long ago, customers would tell friends and family if they were dissatisfied with service they’d received,” said Jonathan Gale, CEO at NewVoiceMedia. “While this is damaging to a brand, it’s not nearly as powerful and immediate as customers who take their complaints online; particularly as consumers are increasingly turning online to read about others’ experiences before choosing a product or supplier. Over the next few years we expect to see these statistics soar as the younger generation matures.”

Click here to download the ‘A Nation of Serial Switchers’ White Paper.