Research by Customer Contact Association (CCA), sponsored by Verint Systems, has found that 59% of consumers believe that brands should use comments made on social media websites to improve their services, while a third of CCA member organisations polled indicate they overlook social media completely with most respondents reporting that they look at less than 2% of customer interactions.
Based on parallel surveys of UK consumers and CCA member organisations, the research shows that social media is widely seen by consumers as an effective means for people to discuss their experiences, with 46% of consumers agreeing “social media can hold brands and organisations to account like never before.” Two thirds of 16-24 year olds report that they use social media to talk about bad experiences, and 61% discuss positive experiences here.
62% of business respondents admitted they would benefit from a better understanding of what their customers say on social media.
Anne-Marie Forsyth, chief executive of Customer Contact Association, said: “Organisations are devoting much time and effort to responding to the voice of the customer but operating in a multi-channel environment requires a fresh approach. We need to apply new intelligent monitoring techniques if we are to prevent valuable insight from slipping through the cracks. Consumers, particularly younger ones, are far more likely to turn to Facebook than pick up a phone to make their views known. Those that do will stand the best chance of courting and keeping the customers of the future but also the brand ambassadors of the future.”