Accessability Links
Cookies on our website
By continuing to use this website we will assume you are happy to receive cookies as outlined in our cookie policy
Accept Policy

Research reveals the increasing power of the ‘digital native’

Jan 31
Share this story:
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.

Search Mindbench.com for the latest management consultancy jobs and consulting recruitment opportunities or contact us on +44(0)207 089 9017

Share this story:
Add new comment
Jobs Related to this Post
5 result(s) found 
Page 1 of 1 

£35k-£50k plus excellent bon...
Choice of London, Switzerland and Germ...
Our client is actively seeking exceptional individuals to join their team as Business Analysts in London They are a boutique management consultancy. They partner with private equity firms and
€80k-€90k plus bonus, benefits
Amsterdam, Dutch language not required...
Our client is the consultancy arm of a global integrated marketing agency network. They help our clients grow through disruptions by delivering improved customer experiences
£70k-£100k plus bonus, benef...
Central London
As a communications and culture consultancy that is built around purpose, values and sustainability, every single project that our client delivers makes the world a little bit happier and healthier -
£50k + (OTE £85k+)
London
About: Our client is a global learning solutions and technology provider to the financial services market in the UK. They have a large variety of products through which they educate over 2m
£80k-£100k plus bonus, benef...
London and Midlands
Our client is growing the work they are doing in the Utilities sector. They are looking for a  Managing Consultant or Principal Consultant to be a member of their Core and / or Operations team