In a study of more than 300 internet users, the Society for New Communications Research reveals how customer care experiences lead to online word of mouth conversations. The findings include:
- 74% choose companies/brands based on others’ customer care experiences shared online
- 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously
- 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes
- 59.1% of respondents use social media to “vent” about a customer care experience
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