More than half of consumers who file a complaint on the internet hope to receive a response from the company they are complaining about. Only a quarter of consumers actually receive a response in the form of webcare. How are these webcare responses assess? And more importantly: are companies able to eliminate the dissatisfaction of complaining consumers with these responses?
Online complaint often the result of “double failure”
Customers who file a complaint on the internet are not in the best of moods. Often they have not only had negative experiences with a product or service, but also with the customer service they contact to inform the company of these negative experiences. This ‘double failure’ can be expensive spain phone number list for companies. If consumers do not receive a satisfactory solution via traditional customer service, there is a good chance that consumers will turn to the internet. See our first webcare article. 57% of consumers hope to attract the attention of a company in this way and still receive an adequate response. Only 25% actually receive a response in the form of webcare. But in most cases this is not consider adequate.
What distinguishes good webcare from bad webcare? TNS NIPO investigat this question as part of a larger study into webcare. The results show that 3 factors determine the success of webcare:
the response time of webcare;
the quality of the solution in webcare;
the way in which webcare is communicat.
The faster the better?
Most webcare protocols require webcare teams to respond quickly to an online complaint. However, many webcare teams fail to respond quickly (enough), according to 70% of online complainants. According to the TNS NIPO study, webcare teams ne an average of one week to an information security solution respond to an online complaint. That is far too long in the perception of the consumer. Only companies that respond within 24 hours are rat positively on response time.
More important than the response time of the webcare, is the content of the webcare. The cyprus business directory shows that the success of the content is mainly determin by the solution that is offer. A large part of the consumers places a complaint on the internet in order to find a solution Without a solution to the underlying problem, after fail attempts via traditional customer care. A third of the consumers bypass traditional customer care and even deposit a complaint directly on the internet. The finding that consumers hope to find a solution to their problems online (directly or as a last resort), suggests that webcare is seen as an additional.