We all know that one kind of a friend that always complains in social media, or admit it, you have done it maybe once or twice. Under social media anonymity people can freely express their thought. As social media become the most popular option to communicate among millennials, the way of expressing disappointment are also shifting.
But does social media act as a medium between a disappointed customer and the company? JAKPAT conducted a survey about customer complaint behavior in social media among 710 millennials. Those respondents were divided into their complaint’s behavior in social media
More than half of respondents (59.69%) give complaint directly to the service/product provider but only 31.69% of respondents ever posted complaint in their social media.
Twitter is the most popular social media to post complaint according to majority of the respondents or 63.56%, followed by Facebook with 51.11% respondents. Top reason why respondents choose certain social media to post their complaint is because it most frequently used by service/product provider with 46.22% of respondents, so it is about getting the message delivered.
The customers have posted their complaint, they mention the service/product provider social media account, now what? The customers are waiting for the response.
Most respondents (56.89%) expect to get response in an hour, with 34.87% respondents expect to get 15-minutes-or-less response. The rest 35.56% are fine waiting for response for more than an hour until few days and the other 7.56% respondents do not expect to get response.
Speaking of the content, the majority of the respondents with 73.56% of the respondents expects “Apology statement along with service/product provider’s effort to fix the cause of the dissatisfaction”. Financial compensation such as discount or voucher does not attract many respondents with only 12.98% respondents want that.
Service recovery, although it is recommended, can be a backfire if service/product provider does not know what is needed by the respondents. If service/product provider gives service recovery that does not meet customer’s expectation, chances are between the customer will post complaint for the second time in hope to get responses (51.44%) or the service/product provider will be left by the customer (47.6%). Yet on the other hand, great service recovery may benefit the service/product provider as the customers are willing to give good word of mouth.
From this survey we know that social media have not yet acted as the medium between disappointed customer and the company. They who choose to use social media, choose a way to ensure that the company gets the message. They also expect fast response which tells them that the company is willing to fix the things that cause the disappointment. Company must understand what the customers expect since customer has a power to spread either bad or good word of mouth depending on how satisfied they are with the response that they get.
For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
Click the icon to download XLS report
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