Consumers use social media when brands disappoint them
When customers give poor ratings it is brand disappointment or a sense that they have been disrespected that makes them speak up and what better way to share their disappointment than with social media according to research from CMB Consumer Pulse.
￼When customers take the time to speak up, they expect a personalized response, yet few receive one. Just 35% recall a response from the company, the last time they gave a poor or negative rating and in this age of connected consumers that is totally unacceptable.
- Follow up with customers after they provide feedback – especially when the ratings are negative: Most companies are closing the door on customers before closing the loop on a bad experience. Not only is following up the right thing to do, but companies can differentiate themselves from those who fail to respond. Only 35% recall getting a response from the company the last time they gave a poor or negative rating on a customer feedback survey.
- Focus invitations and messaging around “doing good” and improving the company: Rewards are important for expressing appreciation, but good intentions are the top motivators for completing a customer satisfaction survey. Over half complete customer satisfaction surveys to share a positive experience or improve the company, while just 35% say they complete surveys to register a complaint.
- Metrics are key, but companies must also make customer satisfaction programs an important part of building and strengthening relationships: Approaching customer satisfaction programs as an experience with a shared common purpose between companies and customers lets companies find the most effective and satisfying way to communicate and respond to customers, whether they provide negative or positive feedback. ￼￼￼
TPG Social Media