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Online Consumers Favor Public Feedback From Brands

June 21, 2012

Online consumers tend to be far more positive about brands that respond to their comments or complaints via public forums or social media channels rather than direct feedback methods such as email or phone calls, according to a report by Maritz Research.

Among surveyed customers who had received a response from a brand about their public comment, 85% had a favorable impression toward receiving the response via a public or social channel. Among those 85%, more than one-quarter (27%) said they were "delighted" to receive a response to their public comment. 

Only 2% of online consumers said they were "unhappy" with the public response they received to their publicly-voiced comments.

However, that sentiment was not shared for direct responses such as a phone calls, emails, and letters. Among the consumers who made direct inquiries or complaints, only 6% said they were delighted to receive a similar response from a brand.

Below, additional findings from the Consumer Preference Study by Maritz Research.

Preferences for public feedback are stronger among younger audiences.

Older consumers were more likely than their younger counterparts to prefer direct inquiries or complaint methods, whereas younger consumers were more likely prefer public methods: 33% of those age 18-24 said they prefer public feedback methods, with 28% particularly favoring Facebook.

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