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Consumers are most likely to complain about a brand when they encounter poor service, according to recent research from Corra.

The report was based on data from a survey of 2,000 consumers in the United States.

Some 52% of respondents say they are likely to complain publicly about a brand if it provides poor customer service; 31% say they are likely to complain about a product issue; 17% say they are likely to complain about a policy issue.

The specific problems most likely to inspire complaints are faulty products, hidden fees, rude customer service representatives, and products that don't match their descriptions.

Nearly three-quarters (73%) of consumers say they leave negative feedback about brands in order to save other people from having the same experiences.

Some 49% of consumers say they leave negative feedback in hopes of making companies more up front about fees/policies; 48% complain because they want refunds.

Some 90% of consumers say they would tolerate only two instances of bad customer service before giving up on a brand; 10% would tolerate only one instance of bad customer service.

About the research: The report was based on data from a survey of 2,000 consumers in the United States age 18 and older.

Continue reading "Why Consumers Complain About Brands" ... Read the full article

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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