Companies Overlooking Online Customer Feedback

Consumer Feedback Falls on Deaf Ears: A large number (89%) of consumers are likely to tell organizations they do business with if they receive poor service, yet almost 44% do not believe companies take notice of—or really care about—the feedback shared, according to a Customer Contact Association (CCA) study. And they may be right: A third of CCA member organizations polled indicate they overlook social media feedback completely—with most reporting that they look at less than 2% of customer interactions across Web-based channels. Other findings include:

• 44% of respondents cite mail or e-mail as their preferred route of providing feedback. Yet, 65% of organizations refer to less than a quarter of e-mails for customer insight.

• Among 16-24-year-olds, two- thirds use social media to report bad experiences, and 61% talk about positive ones.

Source: Customer Contact Association 

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