Social media has revolutionized the customer complaint. It used to be a snail-mail letter addressed to “Whom it may concern.” Then it was a 1-800 number to a customer service representative.
Today, it’s a 140-character-or-fewer gripe in a very public forum—the Twitter gripe.
It’s become an increasingly common way to voice displeasure with goods and services. But is it an effective means? According to a Maritz Research Company study, not really.
Maritz surveyed an online panel of nearly 1,300 consumers who frequently tweet and have complained about a product, service, brand or company.
The findings show a lack of engagement on the companies’ parts. Nearly half the respondents expected the company to read their tweet, but only about one-third received a response from the company about the complaint.
Of those who received follow-up:
• 83 percent said they liked or loved hearing from the company;
• Only 4 percent didn’t like or hated hearing from the company;
• Nearly three in four were very or somewhat satisfied with the company’s response.
Of those who did not receive follow-up:
• 86 percent would have liked or loved hearing from the company regarding their complaint tweet;
• Only 1 percent would have not liked it or hated it if they were contacted by the company regarding their complaint tweet;
• 63 percent would not like it or hate it if the company contacted them about something other than their complaint tweet.
The detailed study can be found here.
(via Jay Baer at Convince & Convert)