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Study finds 'digital natives' are more likely to complain via social networks
By Jak Phillips 24 Jan 2014
Nearly 60 per cent of 25-34 year olds take to social media to complain about poor customer service, according to the study Credit: Shutterstock
More than a third of US consumers take the internet to exact revenge following a poor service experience, according to a recent study.

The research by NewVoiceMedia finds that 34 per cent of the 2,030 adults surveyed air grievances across their network - utilising social media, internet forums and review channels - after receiving poor service.

The figure leaps to nearly 60 per cent (59.3%) among 25 to 34 year-olds, the group increasingly referred to as 'digital natives' due to the ubiquity of the internet during their lifetime.

Over a quarter of this group believe social media networks (particularly Facebook) are the most effective means for resolving issues, according to the findings, which suggest these trends will take on increasing importance as digital natives attain greater spending power.

Although the bulk of older respondents still prefer more traditional channels for complaining, such as telephone and email, the generational shift towards social network-based complaints poses a significant set of challenges for companies to overcome.

“Not long ago, customers would tell friends and family if they were dissatisfied with service they’d received,” says NewVoiceMedia CEO Jonathan Gale, who commissioned the research.

“While this is damaging to a brand, it’s not nearly as powerful as when customers take their complaints online; particularly as consumers are increasingly turning online to read about others’ experiences before choosing a product or supplier.”

Aside from the evolving channels for complaints, the survey also records that good service has an equally profound effect on consumer loyalty.

Seventy per cent said it had a considerable influence on their willingness to stay with a service, while 69 per cent said good customer service would lead them to recommend a company to others.

Given the modern potential for complaints for internet complaints to go viral, and the profit risks that accompany this, customer service expert and author Shep Hyken believes a ‘prevention is better than cure’ strategy is more vital now than ever before.

“Give customers a positive experience and they reward you with loyalty," says Hyken.

"Fail and you risk being one of the companies that collectively has lost $41 billion when customers switched to a competitor.”


News
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The Organic Spa GmbH
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The Organic Spa GmbH
The Organic Spa GmbH
News   Products   Magazine
NEWS
Study finds 'digital natives' are more likely to complain via social networks
POSTED 24 Jan 2014 . BY Jak Phillips
Nearly 60 per cent of 25-34 year olds take to social media to complain about poor customer service, according to the study Credit: Shutterstock
More than a third of US consumers take the internet to exact revenge following a poor service experience, according to a recent study.

The research by NewVoiceMedia finds that 34 per cent of the 2,030 adults surveyed air grievances across their network - utilising social media, internet forums and review channels - after receiving poor service.

The figure leaps to nearly 60 per cent (59.3%) among 25 to 34 year-olds, the group increasingly referred to as 'digital natives' due to the ubiquity of the internet during their lifetime.

Over a quarter of this group believe social media networks (particularly Facebook) are the most effective means for resolving issues, according to the findings, which suggest these trends will take on increasing importance as digital natives attain greater spending power.

Although the bulk of older respondents still prefer more traditional channels for complaining, such as telephone and email, the generational shift towards social network-based complaints poses a significant set of challenges for companies to overcome.

“Not long ago, customers would tell friends and family if they were dissatisfied with service they’d received,” says NewVoiceMedia CEO Jonathan Gale, who commissioned the research.

“While this is damaging to a brand, it’s not nearly as powerful as when customers take their complaints online; particularly as consumers are increasingly turning online to read about others’ experiences before choosing a product or supplier.”

Aside from the evolving channels for complaints, the survey also records that good service has an equally profound effect on consumer loyalty.

Seventy per cent said it had a considerable influence on their willingness to stay with a service, while 69 per cent said good customer service would lead them to recommend a company to others.

Given the modern potential for complaints for internet complaints to go viral, and the profit risks that accompany this, customer service expert and author Shep Hyken believes a ‘prevention is better than cure’ strategy is more vital now than ever before.

“Give customers a positive experience and they reward you with loyalty," says Hyken.

"Fail and you risk being one of the companies that collectively has lost $41 billion when customers switched to a competitor.”
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A new report by Deloitte, outlining the social and economic value of the global health and fitness industry, has been released by The Global Health & Fitness Alliance (GHFA), in collaboration with IHRSA.
Jacqueline Berry steps up to group director of spa and wellbeing at Miraval
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Rosewood Hotels & Resorts is continuing its strategic global growth plan and will open its first property in Venice, Italy, in 2025.
Tuscan wine country inspires Hotel Le Fontanelle’s new nature-centric wellness sanctuary
A new spa and wellness retreat has launched at The Fontanelle Estate in Tuscany, a countryside property nestled among the rolling hills and vineyards of Italy’s Chianti wine region.
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