New research shows nearly a third of consumers unhappy with the customer service they have received will take to social media channels to air their grievances.
In a survey of 7,000 consumers by Verint Systems, it was revealed 32 per cent of disgruntled customers would readily share their bad experiences via social media sites and blogs. The study found 30 per cent of the 25-34 age group would resort to Facebook to discuss bad customer service experiences, and 24 per cent of 16-24 year olds would engage in online conversations on the matter.
The research examined attitudes toward services provided by five sectors, including financial services, retail, TV and broadband, phone and public services.
"The findings of this study clearly show that service has become a new means of marketing and is favoured over price," David Parcell, managing director for EMEA at Verint Systems, told The Drum. "Retailers understand this effect better than many sectors—that's why they tend to fare better than financial services providers and utilities firms when it comes to the customer experience.
"If they are not doing so already, organisations must invest in listening to the voices of their customers, in particular the new, social-savvy. They also must face up to the challenge of unlocking the feedback from those that aren't talking or remain indifferent about the service received, as well as the invisible. Until then, it will remain challenging for brands to distinguish themselves."
Additionally, the study found only 49 per cent of customers were happy with the level of service they had received and two thirds were aggravated by long waiting times.
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