When customers give poor ratings it is disappointment or a sense that they have been disrespected that makes them speak up and what better way to share their disappointment than with social media according to the latest research from CMB Consumer Pulse.
When customers take the time to speak up, they expect a personalized response, yet few receive one. Just 35% recall a response from the company, the last time they gave a poor or negative rating and in this age of connected consumers that is totally unacceptable.
Key Takeaways
- Follow up with customers after they provide feedback – especially when the ratings are negative: Most companies are closing the door on customers before closing the loop on a bad experience. Not only is following up the right thing to do, but companies can differentiate themselves from those who fail to respond. Only 35% recall getting a response from the company the last time they gave a poor or negative rating on a customer feedback survey.
- Focus invitations and messaging around “doing good” and improving the company: Rewards are important for expressing appreciation, but good intentions are the top motivators for completing a customer satisfaction survey. Over half complete customer satisfaction surveys to share a positive experience or improve the company, while just 35% say they complete surveys to register a complaint.
- Metrics are key, but companies must also make customer satisfaction programs an important part of building and strengthening relationships: Approaching customer satisfaction programs as an experience with a shared common purpose between companies and customers lets companies find the most effective and satisfying way to communicate and respond to customers, whether they provide negative or positive feedback. 
Creative, passionate and highly qualified digital marketing professional with over 15 years of distinguished performance in consumer packaged goods and healthcare online marketing. Broad-based background encompasses exceptional business skills and a commitment to brand marketing objectives within highly competitive and rapidly changing marketplaces. Proactive manager, team builder, teacher and marketing strategist with the proven ability to win over key organizational influencers. Recognized for developing ground breaking customer focused marketing initiatives with the proven ability to face challenges head-on and execute sound marketing decisions.
Great statistics. I personally find that, as a customer, I am willing to complete a survey or narrative when I receive extremely bad or extremely excellent customer service. People are beginning to understand the negative effect they can have on an organization when they are treated poorly, and they know how to ” hit them where it hurts.” I also agree that it is very important to have a strong customer service foundation with any organization to avoid these issues. It’s also important to hire the right people, for the right reasons ( proactively not reactively ) and ensure that everyone shares the same culture.
Thank Stephanie. I have found that people are more willing to complain than compliment brands as complaining makes them feel empowered when they feel like Wall Street has all the power and politicians aren’t listening to them. The best branding in the world can be done in by an angry consumers who feels slighted.
Pingback: Consumers use social media when brands disappoint them | New … | Media Marketing
Pingback: Consumers use social media when brands disappoint them | New … | Media Marketing
Pingback: CSAT Adventure :P « Smokebear