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 

$150k-$400k US dollar packages
China and Asia
Our client is a supply chain advisory business which has expanded rapidly in Asia. They have opportunities for Manager and Principal Level candidates.  General Expectations: • Lead the client
£120k plus 20% bonus, plus £...
Central London and UK
Our client inspires healthy habits for real life. They meet ther members where they are and leverage the latest nutritional and behavioral science to help them eat healthier, move more
£60k-£80k plus bonus, benefi...
Central London and UK
Our client has a strong record of working with C-level leaders in major private and public sector organisations, directly addressing their greatest strategic challenges
£30k-£70k plus bonus, benefi...
Opportunities in London, Bristol, Manc...
  Resume - William Ng Are you looking for an opportunity to work at the cutting edge of public service reform?  Our client are seeking a highly-professional
£28K - £45K base + bonus, be...
Central London
My client is an award winning London based Technology & Media - Research & Strategy Boutique Consulting Firm.  They are looking for a Business Analyst with consulting