A survey of 2,000 UK consumers reveals that social media now ranks as a go-to platform for making complaints about a company’s products or services. Commissioned by eGain, the leading provider of cloud and on-site customer interaction software, and conducted by Vision Critical, the survey asked consumers to rank in order of preference which communication channels they use to make a complaint. Channels included letter, email, phone call, social media, or web chat.

Key findings from the survey:

  • Social media makes its mark – 5% of 18-35 year olds use Twitter or Facebook before resorting to any other means of communication.
  • Email reigns supreme – 47% of UK consumers will go online (email and web chat) to complain about a product or service rather than choose traditional methods of placing a phone call (33%) or writing a letter (17%). Email proved the most popular channel with 3 out of 4 consumers selecting email as a top two preference.
  • Generation gap – Despite the rise of the silver surfer, 18-35 year olds are almost twice as likely to use the web as their first port of call to make a complaint (61%) compared to those aged 55 or older. Traditional forms of communication (letter, phone call) become significantly more popular in older age groups.

Andrew Mennie, general manager of eGain EMEA, comments: “We’re seeing a distinct ‘butterfly effect’ as consumers choose to air their grievances on social media channels: a small number of vociferous users can have a disproportionately loud voice and viral visibility in social networks. However, we’d advise organisations not to panic and take a systematic approach in picking whom, when and how to respond.

“As companies look to go social, they should make sure to avoid creating a silo that is not joined up with other interaction channels. Integrating social media into a unified multi-channel service strategy and leveraging a common knowledge platform enables businesses to provide consistent, context-aware and accurate customer service and build loyalty. Moreover, this approach allows them to take explosive social conversations private in a seamless manner, and bring happy endings back to the social cloud.”

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close