Online Reputation Research: More than you think.
72% of consumers are researching company reputations online; 59% of customers are happy to share gripes with them
Wednesday, April 23rd, 2008;
– Andy Beal
Do you use the web to complain about poor customer service? (Maybe I should say “thanks,” because you keep me busy with reputation management clients).
Well, if you do, you’re not alone. According to a new study by Society for New Communications Research 59% of respondents said they regularly use social media to “vent” about a poor customer service experience.
And, thanks to the two third of you that do complain, there’s plenty of online fodder for consumers to read, when researching a company’s reputation. And lots of us are researching:
…72 percent of respondents used social media to research a company’s reputation for customer care before making a purchase, and 74 percent choose to do business with companies based on the customer care experiences shared by others online.