TNS NIPO answers these questions with the annual webcare survey, which is part of a large study into the customer focus of companies in the Netherlands ( the Customer Centric DNA Awards ). In the webcare survey, we focus on the online complaint behavior of consumers. Who places online complaints? Why do consumers do this? Do they hope for a response? How do they assess the response they receive? By answering these questions, we know the effects of responding or not, we know what the best way to respond is, and we have gained insight into the way in which webcare is developing.
Expectations are high
It is clear that not everyone who posts a message on social media is waiting for a response from the company in question. However, it appears that many companies are not yet optimally responding to consumer expectations. Companies are missing out on many opportunities, particularly when following up on negative messages. For example, the results of our research show that 70% of consumers who post a negative message on the internet hope that the company in question will respond to it. Just like last year, this is more than two-thirds. However, only 38% of consumers actually receive a response.
Too bad, because we see that just by responding, consumers will latvia phone number list recommend a company more (see image below). But be careful! A response alone is not enough. You also have to have something to offer. When a frustrated customer takes the trouble to share his problem with you, a simple ' how annoying for you ' rarely suffices. Make sure you can offer a solution or at least show that you have done everything you can to find one. Do not wait too long to respond. Even if you do not have a solution immediately, it is better to respond first and indicate that you are working on it.