Study: Answering Complaints in Online Forums Boosts Consumer Advocacy More Than Any Other Customer Service Channel
According to a new study, when a company responds to a complaint posted in an online forum, they receive a greater boost to consumer advocacy than when responding to complaints lodged through phone, email, social media or review sites.
The study was conducted by Jay Baer and Edison Research for Jay’s new book, Hug Your Haters. The book is about customer service – specifically, about embracing complaints. This is something I believe in. I sell more books by responding to bad reviews. As Jay says in Hug Your Haters, “Not responding is a response. A response that says, ‘I don’t care about you.'”
They surveyed “more than 2,000 American consumers who have complained about a company in the previous 12 months, with the study participants representing a statistically valid cross-section of ages, incomes, racial make-ups, and technology aptitudes.”