complaints on social media (and how to minimise the damage they cause) - olga ter voert - tns nipo
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Webcare 2013: where are the (missed) opportunities? © TNS
Webcare 2013: where are the (missed) opportunities?
Webcare 2013: where are the (missed) opportunities? © TNS
@olgatervoert
Webcare 2013: where are the (missed) opportunities? © TNS 3
Empowerment of consumers
2%
30%
Posts Messages Reads Messages
Webcare 2013: where are the (missed) opportunities? © TNS 4
What to do with these messages?
Webcare 2013: where are the (missed) opportunities? © TNS
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
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Webcare 2013: where are the (missed) opportunities? © TNS 6
Who complains?
Webcare 2013: where are the (missed) opportunities? © TNS 7
Webcare 2013: where are the (missed) opportunities? © TNS 8
Webcare 2013: where are the (missed) opportunities? © TNS 9
Why complain?
Webcare 2013: where are the (missed) opportunities? © TNS
10%
13%
23%
30%
31%
48%
Reciprocity
Advice seeking
Vengeance
Venting negative feelings
Helping other consumers
Corporate assistance
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Motives for posting an online complaint
Webcare 2013: where are the (missed) opportunities? © TNS
71% of consumers post
their online complaint as a result of failing traditional customer
service
WOW!
Double failure
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Webcare 2013: where are the (missed) opportunities? © TNS 12
46%
20%
8%
12%
2%
10% 2%
Corporate website/e-mail
Social networking site
Forums
Weblog
Consumer (review) site
Community
Which channels are used?
Webcare 2013: where are the (missed) opportunities? © TNS 13
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
Webcare 2013: where are the (missed) opportunities? © TNS 14
(How to) respond?
Webcare 2013: where are the (missed) opportunities? © TNS 15
57%
69% 70%
26%
34% 38%
2011 2012 2013
Hopes to get
webcare
Gets webcare
A lot of missed opportunities
Webcare 2013: where are the (missed) opportunities? © TNS 16
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
Webcare 2013: where are the (missed) opportunities? © TNS 17
88% of consumers believe one will appreciate a response on their online
complaint
Webcare 2013: where are the (missed) opportunities? © TNS 18
1. Respond (in time)
Three factors determining the success of webcare
2. Provide a solution
3. Use a human tone of voice
Hostmanship
Webcare 2013: where are the (missed) opportunities? © TNS
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
NPS = -88 Average NPS = 4,3
7%
Good solution
NPS = -40 Average NPS = 6,1
18%
Bad Hostmanship*
NPS = -82 Average NPS = 4
3%
Mediocre Hostmanship*
NPS = -46 Average NPS = 6,2
10%
Good Hostmanship*
NPS = -2 Average NPS = 7,2
5%
Intention to recommend without webcare
NPS = -86
Average NPS = 3,4 62%
Exceeding Customer
Expectations
* Hostmanship = Responding in a human way
Webcare 2013: where are the (missed) opportunities? © TNS
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
Webcare 2013: where are the (missed) opportunities? © TNS 21
What’s the colour of this pants?
http://www.hoppinger.com/blog/social-media-webcare-een-praktijkcase-met-klm-en-coolblue
Webcare 2013: where are the (missed) opportunities? © TNS 22
Webcare 2013: where are the (missed) opportunities? © TNS 23
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
Webcare 2013: where are the (missed) opportunities? © TNS
Contact me
Olga ter Voert Olga.ter.Voert@tns-nipo.com @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/
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