When Brands Disappoint – Customers use Social Media.

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.


Key Takeaways:

  • 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. 

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