New Study Indicates Consumers Use Social Media to Share Customer Care Experiences and Research Companies’ Customer Service Reputations
April 22, 2008 | 20 Comments
Landmark Study Links Consumers’ Brand Loyalty to Customer Care
Palo Alto, Calif. – April 22, 2008 - As social media usage becomes more ubiquitous, affluent consumers are using social media channels to share their personal customer service experiences and learn about others’ care experiences when making purchase decisions. This is among the initial findings of a new Society for New Communications Research study, “Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media,” which will be presented at the SNCR’s New Communications Forum in Sonoma County, Calif. later this week.
More than 300 consumers who are active Internet users participated in a survey focusing on how customer care influences brand reputation given the widespread adoption of social media. Top findings include:
• 59.1% of respondents use social media to “vent” about a customer care experience
• 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes
• 84% of respondents consider the quality of customer care at least sometimes in their decision to do business with a company
• 74% choose companies/brands based on others’ customer care experiences shared online
• 84% of respondents consider the quality of customer care in their decision to do business with a company at least sometimes
• 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously
• Search engines are the most valuable online tools for this research, according to respondents. Those rated of no value include micro-blogging sites like Twitter or Pownce (39%), YouTube (27%) and social networking sites like Facebook and MySpace (22%)
Dell and Amazon were cited more often than any other company when asked which types of companies have done the best job in using social media to respond to customer care issues. In terms of industry segments, technology, retail, and travel companies were reported as doing the best job, while utilities, health care, and insurance were least likely to receive positive endorsements.
“This study indicates that 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+ – a very powerful group in terms of buying behavior,” said Dr. Ganim Nora Barnes, senior fellow, Society for New Communications Research. “These most savvy and sought after consumers will not support companies with poor customer care reputations, and they will talk about all of this openly with others via multiple online vehicles. This research should serve as a wake-up call to companies: listen, respond, and improve.”
“With consumers increasingly using social media to share feedback on their care experiences, it has become increasingly difficult for businesses to ignore or hide from bad experiences,” said Lynda Kate Smith, vice president, Care Business, Nuance Enterprise Division. “Our mission is to help organizations better support, communicate with, and understand their customers during customer care interactions. As this research highlights, the consumer’s voice is louder and travels further than ever before. One poor customer interaction can have a very significant impact on a public impression of a brand.”
The team of SNCR research fellows who conducted the study included Dr. Nora Ganim Barnes, John Cass, Susan Getgood, Paul Gillin, and Francois Gossieaux, working in conjunction with TWI Surveys, Inc. The final results will be highlighted in the Society’s Journal of New Communications Research and published in a full report later this year. The research was sponsored by Nuance Communications.
About Nuance Care Solutions
Nuance Care Solutions help companies better support, communicate with and understand their customers. It does this through a set of Interaction Solutions including Inbound Messaging, Outbound Messaging, Analytics and Productivity. These solutions help drive an improved customer experience, better business performance, and increased employee productivity. For more information, please visit http://www.nuance.com/care.
About Nuance Communications
Nuance is a leading provider of speech and imaging solutions for businesses and consumers around the world. Its technologies, applications and services make the user experience more compelling by transforming the way people interact with information and how they create, share and use documents. Every day, millions of users and thousands of businesses experience Nuance’s proven applications and professional services. For more information, please visit http://www.nuance.com.
About the Society for New Communications Research
The Society for New Communications Research is a global nonprofit 501(c)(3) think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, culture and society. The Society’s Fellows include more than 40 futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe. In addition, the Society’s members include a Vendor Council with representatives from more than a dozen leading technology companies and Organizational Affiliates comprising industry associations, research organizations and other leading think tanks. For more information about the Society for New Communications Research, visit http://www.sncr.org or call +1 (650) 331-0083.
Media Contact:
Jen McClure
Executive Director
Society for New Communications Research
(650) 387-8590 - mobile
jmcclure@sncr.org
Nuance Inquiries:
Valerie Christopherson
Global Results Comms. (GRC)
+1 949 608 0276
nuance@globalresutlspr.com
Society for New Communications Research to Announce Findings of Four New Research Studies at NewComm Forum ‘08
April 6, 2008 | Leave a Comment
NewCommForum ’08 to Take Place April 22-25. 2008 in Sonoma County, Calif.
PALO ALTO, Calif.—April 4, 2008 – The Society for New Communications Research, a nonprofit think tank focused on new media and communications, today announced that it will feature findings from its four latest research studies at the 4th Annual New Communications Forum (http://www.newcommforum.com). At NewComm Forum ’08, which will be held at the Hyatt Vineyard Creek Hotel & Spa in Sonoma County, Calif., April 22-25, SNCR will share findings from four recent studies, including:
• “New Media, New Influencers and Implications for the PR Profession”
• “Measuring Progress and Success in Online Business Communities”
• “Exploring the Link Between Customer Care & Brand Reputation in the Age of Social Media”
• “Exploring the ROI of Online Press Releases”
In addition, several of the Society’s Fellows will also share their latest independent research.
NewComm Forum is one of the world’s leading conferences focusing on the latest trends in new and emerging media and communications platforms. Presenters and instructors include the Fellows of the Society for New Communications Research, as well as other senior communications professionals who have pioneered the use of new communications and social media. They will share their expertise as early adopters of these new tools in more than 40 conference sessions in five tracks focusing on:
* New Communications Strategies for Public Relations & Corporate Communications
* New Communications Strategies for Marketing & Advertising
* The Changing Face of Journalism & The New Business of the News Media
* Social Media in Politics & Public Sector Communications
* Global Trends & Developments in New Communications in Business, Media & Entertainment
NewComm Forum provides an in-depth, hands-on exploration of the future of media and communications, and teaches communications professionals the strategy and tactics to effectively use these new tools. In addition to a rich educational experience filled with knowledge sharing, discussions, insights and debates, participants will enjoy the opportunity to relax and talk with colleagues and friends and the leading thinkers in new communications and social media in the relaxed and elegant setting of California’s wine country. The full NewComm Forum 2008 conference program can be viewed at: http://www.newcommforum.com.
NewComm Forum 2008 is presented by the Society for New Communications Research and sponsored by Blogging Systems, Business Wire, CirclePoint, CleanPix, Conference Calls Unlimited, iContact, Nuance, Radian6, Visible Technologies, Voce Communications, Vocus, Wasala Communications and Wieck Media. Association sponsors include: the Institute for Public Relations, Online News Association and Social Media Club. Media/analyst sponsors include BlogHer, Corante, Tekrati, Silicon Valley Watcher and Social Media Today.
About the Society for New Communications Research (SNCR)
The Society for New Communications Research is a global nonprofit 501(c)(3) think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, culture and society. For more information about the Society for New Communications Research, visit http://www.sncr.org or call +1 (650) 331-0083.
Media Contact:
Jen McClure
Executive Director
Society for New Communications Research
(650) 331-0083
jmcclure@sncr.org
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