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Research reveals the increasing power of the ‘digital native’

Jan 31
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Research reveals the increasing power of the ‘digital...

Customer complaints can no longer be kept quiet in a digital age, according to new research from NewVoiceMedia.

The company, a leading provider of cloud contact centre technology, revealed that 34 per cent of US consumers take their revenge online following an experience of inadequate customer service - an action that guarantees the complaint will spread across their network and beyond.

Social media, internet forums and review channels supply the modern consumer with a convenient public platform to spread negative sentiments about a business, without batting an eyelid. 

NewVoiceMedia’s survery of over 2,030 adults in the US revealed that almost 60 per cent of 25-34 year olds regularly vented their anger about a business online. 

According to the firm, the results clearly demonstrate the generational importance of these platforms as the spending power of ‘Generation Y’ consumers’ increases.

While 64 per cent of the total number of respondents stated that traditional forms of communication, such as email or phone, were their preferred method of complaint, more than a quarter of the Generation Y and millennials - those aged between 16 and 34 - favoured social media.

One participant explained: “The risk of getting other people's attention will cause the service providers to act quickly.”

Seventy per cent of respondents said that good customer service had a significant impact on their loyalty to the brand or company, and 69 per cent said it affected whether they would recommend the business to others.

Jonathan Gale, chief executive officer of NewVoiceMedia, who commissioned the research, said:  “Not long ago, customers would tell friends and family if they were dissatisfied with service they’d received. 

“While this is damaging to a brand, it’s not nearly as powerful and immediate as customers who take their complaints online, particularly as consumers are increasingly turning online to read about others’ experiences before choosing a product or supplier. Over the next few years we expect to see these statistics soar as the younger generation matures.”

He added that customers want personalised and engaging experiences every time, through every channel.

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