Customers complain more, demand more, and have more ways to make themselves heard. Companies are struggling to keep up.
By Ann-Marie Alcántara Close Ann-Marie Alcántara Updated June 14, 2020 8:31 pm ET Consumer complaints are on the rise and becoming more of a challenge, a new study finds.
But unhappy consumers this year informed twice as many people about their negative experience, according to the survey by Customer Care Measurement & Consulting LLC in partnership with the W.P. Carey School of Business at Arizona State University School of Business and Kraft Heinz Co. More than 1,000 people participated in the survey, the ninth edition of the so-called National Customer Rage study, which was conducted first by the White House in 1976, though under a different name.
Mr. Broetzmann says he expects use of social media in particular to increase in the coming years as younger generations become consumers and companies become more proactive about answering messages in those channels, like comments left on Instagram posts, or as brands look into reviews left on Amazon.com Inc. product listings.
As consumers’ complaints about products have grown, so have their expectations from customer service. Indeed, survey results suggest that consumers with complaints are looking for more than just refunds. Only 43% said they were satisfied with just a financial solution; 50% said they enjoyed a remedy that involved empathy, an apology or other outcomes unrelated to money; and 60% said they were more satisfied when they received both.
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