According to a recent report released on MediaPost, retailers which recognized and responded to unhappy customers on social media were rewarded by converting potential lost business to brand ambassadors & social advocates.
The report by RightNow/Harris Interactive shows us that great customer service leads to more business. 68% of consumers who posted a negative shopping experience review or complaint on social media received a response. 18% of those turned into loyal customers.
Even within the context of social brand reputation, listening and responding to disgruntled customers pays off. Of those that received a response, 33% went on to post a positive review of the retailer and 34% even deleted their negative review.
For those consumers who didn’t receive a response from retailers, 61% stated they would be “shocked” if a retailer responded to their complaint on social media.
This study shows us there really is no choice for retailers but to start listening if they hope to retain customers. There will always be customers with bad experiences, finding them and responding is key.
