Younger UK consumers rank social media as a go-to choice for complaints, but email reigns supreme overall
Sunnyvale, CA (Dec 30, 2011): (NASDAQ: EGAN). A survey of 2,000 UK consumers reveals that social media now ranks as a go-to platform for making complaints about a company’s products or services. Commissioned by eGain, the leading provider of cloud and on-site customer interaction software, and conducted by Vision Critical, the survey asked consumers to rank in order of preference which communication channels they use to make a complaint. Channels included letter, email, phone call, social media, or web chat.
Key findings from the survey:
• Social media makes its mark - 5% of 18-35 year olds use Twitter or Facebook before resorting to any other means of communication.
• Email reigns supreme - 47% of UK consumers will go online (email and web chat) to complain about a product or service rather than choose traditional methods of placing a phone call (33%) or writing a letter (17%). Email proved the most popular channel with 3 out of 4 consumers selecting email as a top two preference.
• Generation gap - Despite the rise of the silver surfer, 18-35 year olds are almost twice as likely to use the web as their first port of call to make a complaint (61%) compared to those aged 55 or older. Traditional forms of communication (letter, phone call) become significantly more popular in older age groups.
Andrew Mennie, general manager of eGain EMEA, comments: “We’re seeing a distinct ‘butterfly effect’ as consumers choose to air their grievances on social media channels: a small number of vociferous users can have a disproportionately loud voice and viral visibility in social networks. However, we’d advise organisations not to panic and take a systematic approach in picking whom, when and how to respond.
“As companies look to go social, they should make sure to avoid creating a silo that is not joined up with other interaction channels. Integrating social media into a unified multi-channel service strategy and leveraging a common knowledge platform enables businesses to provide consistent, context-aware and accurate customer service and build loyalty. Moreover, this approach allows them to take explosive social conversations private in a seamless manner, and bring happy endings back to the social cloud.”
Notes to editor:
The survey, conducted on 18 October 2011 by Vision Critical, asked 2000 UK consumers:
When you want to make a complaint to a company about a product or service you have received, which of the following ways will you use (rank 1-3 in order of preference): Letter, email, phone call, social media (Facebook, Twitter, etc), online chat (IM), or other? Raw survey results available on request.
eGain (EGAN) is the leading provider of cloud and on-site customer interaction hub software. For over a decade, eGain solutions have helped improve customer experience, optimize service process and grow sales—across the web, social, and phone channels. Hundreds of the world’s largest companies rely on eGain to transform their fragmented sales engagement and customer service operations into unified Customer Interaction Hubs (CIHs).
Headquartered in Mountain View, California, eGain has operating presence in North America, EMEA, and APAC. To learn more about us, visit www.eGain.com or call our offices: +1-800-821-4358 (US), +44-(0)-1753-464646 (EMEA), or +91-(0)-20-6608-9200 (APAC).
eGain, the eGain logo, and all other eGain product names and slogans are trademarks or registered trademarks of eGain Communications Corp. in the United States and/or other countries. All other company names and products mentioned in this release may be trademarks or registered trademarks of the respective companies.
EGAIN MEDIA CONTACTS - EMEA
Zara May/Jen Manning/Charlotte Fletcher
+44 (0)1291 626200
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