Surprise with webcare: from dissatisfied customer to ambassador
Compared to last year, there has been little improvement in the quality of webcare provided by Dutch companies. While consumer expectations remain just as high. The fact that consumers hope for webcare has everything to do with the motive behind submitting their online complaint. Almost half of consumers indicate that they submit a complaint because they have a problem and are trying to attract the company's attention in this way. In this way, they are still trying to find an answer/solution to their question/problem. Companies should at least respond to these messages. Customers give a final chance to restore the relationship. The fact that you really have to do your best for this and that webcare is the last resort is evident from the fact that 71% of online complaints are the result of failed customer service via traditional channels (telephone, shop, etc.).
In almost all sectors, attracting a company's attention is the most important reason for submitting an latvia phone number list online complaint. Only banks and insurers mention 'letting off steam' as the most important motive. Which does not mean that you do not have to respond. This is precisely where you can really surprise consumers with webcare, because they expect it less. Unfortunately, only a few companies succeed in surprising consumers with webcare. They are able to create ambassadors with service and, with a well-considered webcare policy, regain control of social media themselves.
This annual webcare research by TNS NIPO is based on more than 2000 evaluations by consumers about the expectations they have regarding receiving webcare and the quality of received webcare. Also read our previous blog for the results of the 2012 .