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: