According to a report (pdf) sponsored by RightNow, Social Media is an effective way to bring back unhappy customers. Marketing Charts reports about it as well here. The research present a number of facts to support this:
– 68% of consumers who posted a complaint or negative review on a social networking after a negative holiday shopping experience got a response from a retailer.
– 18% of those turned into loyal customers, 33% turned around and posted a positive review and 34% deleted their original negative review
On top of it 50% of consumers say great customer service/experience influences their decision to buy from a specific online retailer and after a positive shopping experience 31% purchased more from this retailer.
Finally, 28% of consumers looking for information or support with online shopping researched what other customers said on social networking and reviews websites.
In many cases, the 32% of US consumers who posted a negative review of a holiday shopping experience in 2010 and were ignored by the retailer simply had a bad impression reinforced. Six in 10 (61%) of these consumers said they would have been shocked had the retailer contacted them.
So YES social media has a growing influence on your customers loyalty and you should be paying attention to it. Actually we all know that a happy customer is the most effective sales influencer when turned into an advocate.
According to the same research, for consumers who had a positive exeprience this holiday season online, 21% recommended the retailer to friends and13% posted a positive online review about the retailer.
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Published by Emmanuel Obadia
Optimist Trusted Advisor | Mentor | Coach | Consultant | Public Speaker and Independant today, I’ve been providing executive leadership for fast pace High Tech businesses for several decades before.
Acting in Marketing, Communications, Digital, Business Development, Product Management, M&A, or Alliances roles, I covered EMEA and global theatres from Europe and Silicon Valley. I started as an entrepreneur, founding my own software company, and then served major global IT vendors in international roles.
I am passionate about introducing new technologies, helping reinforce the strategy, positioning, go-to-market, and ecosystem of companies with a purpose to make the world a better place (Sustainable development, Tech for Good, ESG…). Helping teams of any size thrive in complexity, speed, and change is what fuels me, particularly Mentoring & Coaching Millennials and Gen-Z.
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