Watch what your customers are tweeting about

Consumer survey finds social media response is influential in the quality of service provided by companies

Mumbai: '3 day of customer care couldn't achieve what one tweet did! All tataskys up and running! Thanks everyone for the support and RTs.'

This tweet from a well-known actress pretty much exemplifies the findings of a recent survey by American Express, stating that good news travels fast across the web especially when it's about things like customer service.


The findings gather stem considering that now-a-days, a rave or a rant is just a tweet away, increasing the necessity of companies to keep an eye out for what customers are saying about them online and reacting in time to fix it.

Ninety-five per cent of customers polled in the survey said they are likely to speak positively about a company after a good service experience in contrast to 77% who are likely to speak negatively about a company after bod service.

The findings also indicate an increasing willingness among consumers to know what others heave to say about a service or a brand. About 80% of the respondents said they regularly respondents said they regularly refer to consumer reviews, blogs, online posting, to gauge a company's customer service record.

For companies, even a single negative experience could well prove lethal for their relationship with the customer. '77% of those polled decided never to do business with a company again after a poor customer service experience.

"The Internet has made customer service quality more transparent than ever before," said Pradeep Kapur, VP and GM, World Service India, American Express. "In the online space, Positive recommendations are important, but people often surf for the negative. Listening to customers carefully, anticipating their needs, and resolving any issues quickly and courteously can help make the difference."

Importantly, the survey results suggest that despite competitive business environment, there are substantial growth opportunities for companies and brands that get customer service right.

What's more, a majority of consumers said that good customer service has become "more important" to them in the current economy. Seventy-six per cent of Indian consumers said they would be willing to pay an average of 11% more for "excellent service". A majority of those polled further said they would give the company a second chance after a poor experience if they have a history of good customer service.