Online customers care about customer care – do you?We have all walked away from a supplier because it has failed to provide the level of care we expect. New research shows the growing importance of customer care and the role that the internet plays. A recent study by the Society for New Communications Research entitled 'Exploring the link between customer care and brand reputation in the age of social media', studied 300 active internet users, and found that 59.1% use social media to 'vent their feelings' about customer care experiences. Among the study's other main findings:
- 72.2% of respondents said they research companies' customer care online before purchasing products and services.
- 84% said they consider the quality of customer care in their decision to do business with a company.
- 74% said they choose companies or brands based on others' customer care experiences that are shared online.
- 81% believe that blogs, online rating systems, and discussion forums can give consumers a greater voice regarding customer care but 22% believe that social networking sites are of no value in gathering this information.
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