Quick Study: Use of Social Media for Service Proves Powerful; Coca-Cola Tops Brand Rankings—Retailers Make Gains


â–¶ Socially Attuned Consumers Wield High Influence: One in five consumers polled for the 2012 American Express Global Customer Service Barometer said they’ve used social media at least once in the last year to obtain a customer service response, and this group of consumers is extremely engaged and vocal. Study highlights include: • Consumers who have used social media for service wield the greatest amount of influence, telling three times as many people about positive service experiences compared to the general population. • Social media for service consumers spend 21% more with companies that deliver great service—compared to 13% on average. • These consumers feel companies are getting better at social media service: 60% feel that companies have improved their response times through social media over the past year. • Consumers who have used social media for customer service do it for a number of reasons, including: seeking an actual response from a company about a service issue (50%); praising a company for a great service experience (48%); sharing information about your service experience with a wider audience (47%); and venting frustration about a poor service experience (46%).

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