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It’s not all bad news

It is commonly believed that consumers are much more vocal about complaints than they are about recommendations.

Graham Ede
Graham Ede

While the internet certainly makes it easier for consumers to publicly complain, research commissioned by Yonder Digital Group reveals customers are just as likely to share a good experience on social media (38%) as a bad experience (31%). The results also suggest it would be a mistake for businesses to focus solely on social media, as a far greater proportion of people tell others about their good experiences (89%) than post it on social media.

Graham Ede, Yonder Digital Group, said: “We’re now a society that shares good experiences and bad ones, so new techniques need to be developed to remind customers to share and to make sharing easier. To start with, companies need to gain a better understanding of the different communication channels used by their customers, if they wish to encourage more positive feedback.

“It is crucial to offer customers a range of channels – both live and automated – for getting in touch. Pioneering organisations that understand each customer’s individual mix of channel preferences – email, mail, phone, social, webchat, and so on – are more likely to achieve excellent customer service and secure top-rate reviews as a result.”


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