Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Online Consumers Favor Public Feedback From Brands

June 21, 2012
  |  12,438 views

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.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!