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

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Complaints on social media (and how to minimise the damage they cause) - Olga Ter Voert - TNS NIPO at Social CRM 2013, hosted by Our Social Times

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

  1. 1. Webcare 2013: where are the (missed) opportunities? Webcare 2013: where are the (missed) opportunities? © TNS
  2. 2. @olgatervoert Webcare 2013: where are the (missed) opportunities? © TNS
  3. 3. Empowerment of consumers 30% 2% Posts Messages Reads Messages Webcare 2013: where are the (missed) opportunities? © TNS 3
  4. 4. What to do with these messages? Webcare 2013: where are the (missed) opportunities? © TNS 4
  5. 5. The research:    Part of Customer Centric DNA Awards 10 industries 2.000 online complaints The results:  Who complains and why  Which channels people use  How people wish companies would respond Webcare 2013: where are the (missed) opportunities? © TNS 5
  6. 6. Who complains? Webcare 2013: where are the (missed) opportunities? © TNS 6
  7. 7. Webcare 2013: where are the (missed) opportunities? © TNS 7
  8. 8. Webcare 2013: where are the (missed) opportunities? © TNS 8
  9. 9. Why complain? Webcare 2013: where are the (missed) opportunities? © TNS 9
  10. 10. Motives for posting an online complaint Corporate assistance 48% Helping other consumers 31% Venting negative feelings 30% Vengeance Advice seeking Reciprocity 23% 13% 10% Webcare 2013: where are the (missed) opportunities? © TNS 10
  11. 11. Double failure 71% of consumers post their online complaint as a result of failing traditional customer service WOW! Webcare 2013: where are the (missed) opportunities? © TNS 11
  12. 12. Which channels are used? 10% 2% 2% Corporate website/e-mail 12% Social networking site 46% Twitter Forums Weblog Consumer (review) site 8% Community 20% Webcare 2013: where are the (missed) opportunities? © TNS 12
  13. 13. Consumers consciously choose a channel based on their motives Corporate assistance Helping other consumers Venting negative feelings Vengeance Advice seeking Reciprocity Corporate website Social networking site Twitter Forums Consumer (review) sites Webcare 2013: where are the (missed) opportunities? © TNS 13
  14. 14. (How to) respond? Webcare 2013: where are the (missed) opportunities? © TNS 14
  15. 15. A lot of missed opportunities 70% 69% 57% 34% 38% Gets webcare 26% 2011 Hopes to get webcare 2012 2013 Webcare 2013: where are the (missed) opportunities? © TNS 15
  16. 16. A lot of missed opportunities 79% 76% 75% 74% 74% 71% 69% 69% 68% 67% 50% 46% 49% 43% 40% 41% 40% 35% 36% 35% 33% 23% Hopes to get webcare Gets webcare Webcare 2013: where are the (missed) opportunities? © TNS 16
  17. 17. 88% of consumers believe one will appreciate a response on their online complaint Webcare 2013: where are the (missed) opportunities? © TNS 17
  18. 18. Three factors determining the success of webcare 1. Respond (in time) 3. Use a human tone of voice Hostmanship 2. Provide a solution Webcare 2013: where are the (missed) opportunities? © TNS 18
  19. 19. Three factors determining the success of webcare Intention to recommend without webcare Intention to recommend with webcare NPS = -86 Average NPS = 3,4 62% NPS = -66 Average NPS = 4,5 38% Exceeding Customer Expectations Bad solution Mediocre solution Good solution NPS = -91 Average NPS = 2,5 13% NPS = -88 Average NPS = 4,3 7% NPS = -40 Average NPS = 6,1 18% Bad Hostmanship* Mediocre Hostmanship* Good Hostmanship* NPS = -82 Average NPS = 4 3% NPS = -46 Average NPS = 6,2 10% NPS = -2 Average NPS = 7,2 5% * Hostmanship = Responding in a human way Webcare 2013: where are the (missed) opportunities? © TNS 19
  20. 20. In conclusion 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. 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. Webcare 2013: where are the (missed) opportunities? © TNS 20
  21. 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 21
  22. 22. Webcare 2013: where are the (missed) opportunities? © TNS 22
  23. 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 23
  24. 24. Contact me Olga ter Voert Olga.ter.Voert@tns-nipo.com @olgatervoert 020 5225 374 Check our website: tns-nipo.com More information about our webcare research on Frankwatching • Chances anno 2013 http://www.frankwatching.com/archive/2013/06/14/webcare-anno-2013-waar-liggende-gemiste-kansen/ • Webcare as full-service http://www.frankwatching.com/archive/2012/06/07/consumenten-zien-webcaresteeds-meer-als-volwaardig-servicekanaal/ • Webcare on Facebook http://www.frankwatching.com/archive/2012/06/14/webcare-op-facebook-hoe-verkun-je-gaan/ Webcare 2013: where are the (missed) opportunities? © TNS 24

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