Omega Blog

Consumers increasingly turn to social media to share bad customer experiences

Posted on 25 June, 2013

Social media has given consumers more power over their relationships with businesses. The channel offers customers a significant amount of freedom to spread the word about their frustrations with particular companies, and many consumers choose to vent their dissatisfaction in this manner.

A study by NewVoiceMedia found that 31 percent of people post online after they have a bad experience with an organization. These complaints can quickly spread through social networks and could end up costing firms hundreds of transactions. The dynamic is forcing businesses to create comprehensive customer experience management (CEM) strategies that will provide friendly and engaging service.

A company's online reputation is quickly becoming a significant factor in generating new business. A study by Dimensional Research found that consumers are often influenced by online product reviews. Eighty-six percent of respondents said they had been swayed by negative reviews, and 90 percent stated that positive reviews had led them to purchase from a specific brand. 

This makes it essential that organizations take steps to provide exceptional service to every customer. Even B2B companies need to focus on delivering quality service, as key decision-makers often rely on industry reviews and reputation to narrow their choices.

Engage employees to boost customer satisfaction
Delivering quality customer service every time requires a high level of employee engagement. When contact center staff approach calls with enthusiasm, it helps create a more memorable and rewarding experience for the customer. Boosting engagement among workers also helps companies reduce the amount of time it takes to reply to inquiries and resolve problems. Quick resolution is an essential part of meeting expectations, but the speed with which calls need to be answered could depend on the audience.

The NewVoiceMedia research found that men were less patient than women. If the demographic is mostly male, then shorter response times are needed to improve customer satisfaction. While men were quicker to get angry about poor service, women were more likely to be vocal online. The study showed that women were nearly twice as likely to post negative reviews or share recommendations. Younger demographics also shared their experiences more frequently, with more than 40 percent of 16 to 24-year-olds using social media to post about customer service.

CEM strategies can directly improve companies' bottom lines by increasing customer acquisition, retention, growth and win-back. Customer experience management companies, such as Omega Management Group Corp., provide the insight and experience needed to generate results.