Twitter users who use the microblogging platform to lodge complaints about bad customer experiences say they expect companies to read and respond to their complaints, according to a poll from Maritz Research. Most companies, however, don't appear to be listening.
Among frequent Twitter users* age 18 and older who have issued a complaint to a company via Twitter, roughly one-half say they expect their tweets to be read.
Expectations are even higher among older users: 57.02% of those age 45-54 and 64.89% of those age 55+ expect their tweeted complaints to be read:
Below, additional findings from a study by Maritz Research and its social intelligence arm, evolve24.
But few companies appear to be listening. Among Twitter users who have issued a complaint to a company via Twitter, only (33%) say they have received some type of follow-up to their complaint.
Among those who have received responses to their complaints:
- 83% say they liked or loved hearing from the company they had complained about; only 3% didn't like or hated hearing from the company.
- 75% were very or somewhat satisfied with the company's response; only 15% were very or somewhat dissatisfied with the response.
Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.
Older age groups are more likely to want responses from companies, whereas younger age groups are more likely to be indifferent:
- 91.5% of those age 45-54 and 92.6% of those age 55+ say they would like it or love it if the company contacted them regarding a tweeted complaint, compared with 79.8% of those age 18-24.
- 17.7% of those age 18-24 and 12.3% of those age 25-34 say it doesn't matter if a company responds to their complaints, compared with 7.3% of those age 45-54 and 5.9% of those age 55+ who say the same.
In addition, older women, those age 35+, age 45-54, and those age 55+ are most likely to love or like hearing from a company in response to their complaints: 90.7%, 94.8%, and 93.3%, respectively say so, compared with 75.0% of women age 18-24 and 84.4% of women age 25-34.
As for the two-thirds (63%) of Twitter users who say they have not received answers to their complaints, 86% say they would have liked or loved to hear from the company.
However, a striking 63% say they would hate or not like it if the company contacted them about something other than their complaint.
* People who self-identify themselves at Twitter users who frequently send tweets.
About the data: Maritz Research surveyed an online panel of 1,298 US consumers, who had pre-identified themselves as Twitter users who frequently tweet, had complained via Twitter about a company with whom they do business, and who age 18 or older, Sept 9-12, 2011.