Do we really need studies with data that tell us what we already know: Companies shouldn’t ignore customer complaints.
From Fortune:
An October 2011 studyconducted by Conversocial, a London-based software company specializing in social networking, found that many retailers fail to respond to one major type of consumer response: complaints.
Conversocial’s survey noted that retailers Costco (COST), Kmart and Kroger (KR) missed 100% of their consumers’ complaints on social networking sites during September 2011, and Wal-Mart (WMT) ignored 40% of complaints. Out of the 10 major retailers examined over a five-day period in September, only Safeway (SWY) shined, responding to 95% of complaints on their Facebook page.
Joshua March, the CEO of Conversocial, notes that too many retailers “have an ad hoc approach to social networking sites and haven’t gotten serious about customer service. They have one or two people trying to respond, but can’t react to the scale of complaints.”
Although this study was focused on retailers, it applies to any type of organization or industry. You just can’t go on ignoring your customers when they need your help. Ever.
Now it just comes to show you how old habits become irrelevant when the world changes.
Dealing with customers on social sites reveals “a fundamental shift in customer service,” March says. Complaints used to be viewed as a nuisance, but ignoring dissatisfaction on Facebook and Twitter can go viral and trigger a steady exodus of customers. “Companies can’t afford to ignore people,” he says.
There you go.
Related articles
- Conversocial Offers Free Facebook Customer Service Kit (allfacebook.com)
- What Every Social Media Marketer Should Know About Conversocial (socialtimes.com)
- Facebook complaints: Companies are asleep at the wheel (management.fortune.cnn.com)
- 5 Ways To Beef Up Customer Service On Facebook (allfacebook.com)
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