Social networks make people more likely to complain

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HandIt is something that the social web enables people to do: complaining. The web 2.0 users can accept bad service or products with failures, or they don’t. And then, they can write about it and share negative feelings publicly. And study is presenting the proof now: People do complain more since the social network trend started.

The recent study is conducted by LexisNexis UK (published by Brandrepublic) shows that 60% of the respondents change their attitude towards brands, product or service after reading negative comments. And even worse they have chosen not to buy anything from the company thereafter.

The funny thing is that companies don’t even react. Two-thirds of the 1.002 respondents answered that when they’d shared bad feedback about a company online, there was no response form the company. One more proof that social media monitoring is still a difficult topic for companies. And, if more than 50% say the complain online about a bad product, companies should make this even more a business critical discussion inside their company in my eyes.

„This represents a massive missed opportunity for companies and brands to engage with unhappy customers. Sixty-seven per cent of complainants have been ignored, leaving them to act as influential detractors online, potentially having a negative impact on other purchasers‘ behaviour.“ Bob De Laney, Director of New Business, LexisNexis UK

Finally, the good point is that the research states 62% of respondents would share their experience online if they were „delighted“ by a product, again with people saying they were more likely to do so than in the past.

Spot On!
For companies complaints are a big opportunity for improvement aiming at better customer care and customer satisfaction. Feedback in which form or nature opens up the conversation to the customer and his needs. A bad comment is not the end of your business. Companies should embrace it and work with it. Talking about the problem online, giving quick response and help is not only solving the issue, but making other customers happy which might just at that stage be in the evaluation process of purchasing a product. And although some closed social networks front-doors prevent companies from listening directly to what is being said in social networks, the use of social media monitoring tools definitely makes sense. Most of the content will be spread through the Twittersphere or bloggosphere, and will not stay inside the social network.

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