CorpComms Magazine

Just one third of customers who tweet complaints about a company or its service actually receive any follow up, according to a new survey.

Of those who did receive a response, 83 per cent said they liked or loved hearing from the company that they had complained about while just under 75 per cent said they were very or somewhat satisfied with the response. More than 15 per cent of those who received a response were very or somewhat dissatisfied with it.

The survey, by market research firm Maritz and analytics agency evolve24, found that 86 per cent of those who did not receive a response would have liked or loved to have heard from the company. But 63 per cent said they would have been irritated if the company in question had contacted them about something other than their complaint.

Anthony Sardella, senior vice president at evolve24, said: 'It's not a one size fits all approach. Consumers expect companies to understand their individual wants and needs. If that's responding to a complaint via Twitter, YouTube or the old-fashioned phone call, businesses need to have the right tools ready to listen, understand and respond. The best brand marketing provides responsive customer service, and does not use a customer experience event as an opportunity to sell something.'

Maritz Research conducted its Twitter study of American consumers who had identified themselves as frequent tweeters between 9 and 12 September.

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