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Only 24% of consumers believe companies take notice of their views, but third think social media makes companies more accountable

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By Ishbel Macleod, PR and social media consultant

January 29, 2014 | 2 min read

One in three consumers (33 per cent) believe social media makes brands more accountable than ever before, research from Verint has found, although 45 per cent of businesses admit they rarely, if ever, analyse social media posts.

The survey of 1,000 consumers discovered that only a quarter (24 per cent) believed companies take notice of their views; while just 29 per cent agree they feel valued as a customer.

Despite a third believing in the accountability of social media, only 16 per cent believe posting about customer service issues on social media helps resolve issues.

Claire Richardson, VP at Verint, said: “For those who believe social media could be the great leveller between businesses and consumers, our study’s findings may come as a surprise. The research has shown evidence of large swathes of valuable customers being overlooked and a high degree of cynicism about companies’ attitudes towards them.”

It was discovered that over 33 per cent of customers would, if properly engaged and rewarded, stay loyal for several years and actively endorse the brand to friends, family and social media followers.

Today, only 13 per cent of customers in the UK GB could be considered brand champions, where the are happy with the service provided and are twice as likely to talk to friends and family about good service than bad.

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