Ignoring bad online reviews can cost customers, study says

Businesses that ignore social media complaints or become inactive on platforms such as Twitter or Facebook risk losing existing and potential customers, according to the latest RightNow Customer Experience Impact Report.

“Ignoring negative comments about you or your services on social media sites is the worst thing you can do to protect to your brand,” noted RightNow.

The company conducted an online survey among 2,291 adults aged 18 and older, to explore the relationships between consumers and brands. The results revealed that 89 percent of consumers began doing business with a competitor following a poor customer experience. Fifty percent of consumers give a brand only one week to respond to a question before they stop doing business with them.

“Despite the risks posed by ignoring complaints, four out of five consumer complaints about their poor customer experience get ignored by companies,” the report noted.

Research shows that by responding to the comment, it can save the relationship with consumers and actually change their attitudes. “Some businesses may believe that acknowledging the negative comment provides no benefit,” RightNow said. “A simple response can make a tremendous difference. By acknowledging complaints, organizations stand to win back frustrated customers.”

The results also reveal that when customers received a response to their complaint, 46 percent were pleased. And, 22 percent actually posted a positive comment about the company or brand. Twenty-one percent of the complaints did get a response, and more than half the customers had positive reactions to the same company or brand they had complained against not long before.

To meet consumer expectations for great customer experiences, RightNow says the first step is to understand what customers want. When asked specifically how companies can better engage with consumers, respondents of the survey said:

• Improve the overall customer experience (54 percent)
• Make it easy to ask questions and access information before making a purchase (52 percent)
•  Improve search functionality and overall web site usability (36 percent).