Complaints on social media (and how to minimise the damage they cause) - Olga Ter Voert - TNS NIPO

Webcare 2013: where are the (missed) opportunities? © TNS

Webcare 2013: where are the (missed) opportunities?


@olgatervoert

Webcare 2013: where are the (missed) opportunities? © TNS 3

Empowerment of consumers

2%

30%

Posts Messages Reads Messages


What to do with these messages?


The results:

Who complains and why Which channels people use How people wish companies would respond

The research:

Part of Customer Centric DNA Awards 10 industries 2.000 online complaints

5


Who complains?




Why complain?


10%

13%

23%

30%

31%

48%

Reciprocity

Advice seeking

Vengeance

Venting negative feelings

Helping other consumers

Corporate assistance

10

Motives for posting an online complaint


71% of consumers post

their online complaint as a result of failing traditional customer

service

WOW!

Double failure

11


46%

20%

8%

12%

2%

10% 2%

Corporate website/e-mail

Social networking site

Twitter

Forums

Weblog

Consumer (review) site

Community

Which channels are used?


Consumers consciously choose a channel based on their motives

Corporate website

Social networking

site

Twitter Forums Consumer (review) sites

Corporate assistance

Helping other consumers

Venting negative feelings

Vengeance

Advice seeking

Reciprocity


(How to) respond?


57%

69% 70%

26%

34% 38%

2011 2012 2013

Hopes to get

webcare

Gets webcare

A lot of missed opportunities


A lot of missed opportunities

79% 76% 75% 74% 74%

71% 69% 69% 68% 67%

49% 50%

46% 43%

40% 41%

35% 36% 35%

40%

33%

23%

Hopes to get webcare Gets webcare


88% of consumers believe one will appreciate a response on their online

complaint


1. Respond (in time)

Three factors determining the success of webcare

2. Provide a solution

3. Use a human tone of voice

Hostmanship


Three factors determining the success of webcare

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Intention to recommend with webcare

NPS = -66

Average NPS = 4,5 38%

Bad solution

NPS = -91 Average NPS = 2,5

13%

Mediocre solution


7%

Good solution


18%

Bad Hostmanship*

NPS = -82 Average NPS = 4

3%

Mediocre Hostmanship*


10%

Good Hostmanship*


5%

Intention to recommend without webcare

NPS = -86

Average NPS = 3,4 62%

Exceeding Customer

Expectations

* Hostmanship = Responding in a human way


For consumers Webcare is the last chance a company gets. Most online complaints are the result of failing traditional customer service. Consumers turn to the internet to send their grievance hoping to finally get the attention they want.

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For companies If performed the right way, webcare makes it possible to restore, and even improve the relationship with unsatisfied consumers. But only a minority succeeds in taking away dissatisfaction with webcare.

In conclusion


What’s the colour of this pants?

http://www.hoppinger.com/blog/social-media-webcare-een-praktijkcase-met-klm-en-coolblue



Lessons from Coolblue

1. Responding in time, within 30 minutes, 7 days a week

2. Offering personal contact, treading customers as individuals

3. Having guidelines, but also flexibility to add fun

4. Learning by doing, getting a little bit better every day


Contact me

Olga ter Voert [email protected] @olgatervoert 020 5225 374 Check our website: tns-nipo.com

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More information about our webcare research on Frankwatching

• Chances anno 2013

• Webcare as full-service

• Webcare on Facebook

http://www.frankwatching.com/archive/2013/06/14/webcare-anno-2013-waar-liggen-de-gemiste-kansen/

http://www.frankwatching.com/archive/2012/06/07/consumenten-zien-webcare-steeds-meer-als-volwaardig-servicekanaal/

http://www.frankwatching.com/archive/2012/06/14/webcare-op-facebook-hoe-ver-kun-je-gaan/

Date post:	10-May-2015
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Complaints on social media (and how to minimise the damage they cause) - Olga Ter Voert - TNS NIPO

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