The report analyzes survey responses from 6,000 US consumers who were asked what they did following recent experiences that were either very good or very bad.
Here’s the executive summary:
Companies often discuss “word of mouth,” but how often and in what ways do consumers discuss their experiences? We surveyed 6,000 US consumers to find out. It turns out that the most common communication about good and bad experiences occurs between friends via email, phone, or in person. While few consumers share their experiences directly with the companies that pleased or displeased them, far fewer shared those experiences via social media channels such as Facebook, Twitter, and 3rd party ratings sites. Our analysis also uncovered differences by age, income, ethnicity, and educational levels. We analyzed the customer bases of more than 140 companies and discovered that Days Inn, E*Trade, and Apple were the most susceptible to negative feedback via Facebook. Days Inn, Courtyard By Marriott, and Hyatt are the most susceptible via Twitter.
Here’s one of the figures that shows the data at an aggregate level across the US:
The report analyzes the differences by age, income, ethnicity, and educational levels of consumers. Here are some other tidbits of information from the report:
- Hispanic consumers used Facebook more than Caucasians and African Americans to talk about their experiences.
- African American consumers were the least likely to tell companies about a bad experience.
- The higher the educational level, the more likely consumers were to give feedback directly to companies.
- Higher income consumers were more likely to share their good and bad experiences via Twitter
The bottom line: Are you soliciting, listening to, and acting upon the right feedback?