A new research study by the Society of New Communications Research (disclosure – I am a senior fellow in the society and have been peripherally involved with the study), “Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media,” found that affluent consumers are using social media to share their customer service experience and learn about other’s care experiences when making purchase decisions.
Some of the top findings include:
- 59.1% of respondents use social media to “vent” about a customer care experience (ed. note: glad to see I am in the majority…)
- 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes
- 74% choose companies/brands based on others’ customer care experiences shared online
Again – proof that while positive word of mouth may outweigh negative word of mouth, and that off-line word of mouth may outweigh online word of mouth, the online negative word of mouth may have much more impact on purchasing decisions as they are found while the buyer is in active buying mode.