More Brits are using social media to complain because it gives them the platform to do so, thedrum.co.uk reports.
Eptica’s new ‘Social Customer Service Study’ found that 26 per cent of Brits complain more now than they had previously done because sites like Facebook and Twitter allow them to.
With these sites providing a direct and immediate link to the companies they represent, many consumers have used social media to broadcast their own experiences of good or poor customer service. As a result, many firms have used their social media marketing campaign not just to promote the brand, but also address complaints; helping to ensure they remain in favour with their consumers.
Despite this, the Eptica survey claimed that many Brits are finding their complaints have gone unanswered, with 83 per cent claiming they have had no response to an issue raised on social networks.
Retailers and banks were among the most complained about institutions, respectively taking a 21 per cent and 19 per cent share of the vote.
Speaking to thisisjersey.co.uk of their results, global marketing director for Eptica, Dee Roche, explained: “Our research uncovered a real desire by consumers to use the speed and immediacy of social media to interact with companies only to see their requests shockingly ignored.
“Not answering basic questions is essentially slamming the shop door in the face of potential customers. Social media provides a megaphone through which complaints aired by unhappy customers can quickly escalate. Companies need to put in place a proper strategy for social customer service, before customers vote with their feet.”