Mele’s Musings

Customer Care Reputation Studied Online Before Making Purchases

It’s not just product reviews that drive sales – it’s retailer reviews.  More and more, customers are using social media to find out what companies they should have relationships with.

picture: buzzmachine.com

Article excerpt:   Among the initial findings of a new study, “Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media,” by the Society for New Communications Research, “… there is a growing group of highly desirable consumers using social media to research companies: 25- to 55-years old, college-educated, earning $100,000+…” said Dr. Ganim Nora Barnes, senior fellow, SNCR.
the rest: publications.mediapost.com

Musing:  Although we think of the internet as the place that offers customers the chance to get the lowest price, it can also be the place that offers customers the chance to find the most value for their purchase – if we include in that value the service they receive from the retailer.  74% of respondents to the survey in the article noted that they choose brands/companies based on others’ customer care experiences.  The lessons?  First, you can’t fake good service.  You can’t claim you have superior service if you don’t because the word will quickly spread.  Just ask Dell what they think about Jeff Jarvis (buzzmachine.com).  Second, as the article above points out, should brands try to hide the truth about customer service experiences, or should they offer customers the opportunity to rant AND then fix the problem.  Publicly?!?