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GfK - The (Social) Science of Complaining for Belgians

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75% of Belgian consumers has at least once filed a complaint, GfK Belgium researched the role of Social Media as a channel for complaints.

For more information, please visit: http://blog.gfk.com/2014/10/the-social-science-of-complaining-for-belgians/

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GfK - The (Social) Science of Complaining for Belgians

  1. 1. 1 © GfK Belgium 2014 | The Social Science of Complaining THE SOCIAL SCIENCE OF COMPLAINING Usage of social media to file complaints in Belgium GfK Belgium, October 2014
  2. 2. 2 © GfK Belgium 2014 | The Social Science of Complaining Over time, change took away several boundaries such as time, space or the emancipation of distribution. This allows consumers to reach out to manufacturers, retailers and service providers when and how they want to for information, for support or with complaints. 75% of Belgian consumers has at least once filed a complaint, GfK Belgium researched the role of Social Media as a channel for complaints. Source: Digital Transformation, a model to master digital disruption (Jo Caudron & Dado Van Peteghem, 2014) Change took away barriers between consumers and companies Analog Digital Connected (Internet) Social Mobile Wave 1 Emancipation of production exclusivity Wave 2 Emancipation of physical boundaries Wave 3 Emancipation of distribution and gatekeeping Wave 4 Emancipation of time/space restrictions in
  3. 3. 3 © GfK Belgium 2014 | The Social Science of Complaining N = 6732 | “Which of the following channels did you use at least once to file a complaint towards a company or organization?” Traditional (yet digital) channels are preferred to file complaints 75% of Belgium consumers (18+) has at least once filed a complaint E-mail 58% Telephone 33% Corporate website 25%
  4. 4. 4 © GfK Belgium 2014 | The Social Science of Complaining 25-34 35-44 15-24 N = 6732 | “Which of the following channels did you use at least once to file a complaint towards a company or organization?” Social complaints on the rise Of youngsters (15-24) filing a complaint, 18% uses social media. Facebook is used by all generations, while younger generations also use Twitter or networks such as Pinterest, Google +, LinkedIn and Instagram. in
  5. 5. 5 © GfK Belgium 2014 | The Social Science of Complaining N = 797 | “Why did you use Social Media?” Social media as an amplifier after not being heard 50% of complaints on social media have been already filed via other channels. Not being heard, speed and convenience are the main drivers for using social media, regardless the age, education or gender of the consumer. I expect faster response
  6. 6. 6 © GfK Belgium 2014 | The Social Science of Complaining Appendix Sent a complaint via Facebook Sent a complaint via Twitter Sent a complaint via other Social Media I wanted as many people as possible to see my complaint I didn’t receive (sufficient) reaction via other channels Social media as last resort to get into contact More convenient than other channels I expect faster response I expect a faster solution for my problem 15-24 25-34 35-44 45-54 55-64 65+ 9,8% 9,3% 6,9% 4,1% 2,0% 1,3% 4,3% 2,6% 1,3% 0,4% 0,0% 0,1% 2,9% 0,9% 0,6% ,3% 0,1% 0,2% 38,2% 41,3% 32,8% 36,6% 32,5% 39,9% 20,6% 26,9% 28,7% 26,4% 14,0% 25,9% 35,3% 20,2% 23,2% 18,3% 15,7% 10,7% 39,3% 20,3% 31,2% 17,6% 11,8% 47,6% 50,7% 51,2% 32,8% 29,8% 22,1% 25,1% 28,7% 42,3% 34,6% 25,2% 31,4% 25,0%
  7. 7. 7 © GfK Belgium 2014 | The Social Science of Complaining Want to know more? Read the full article on our GfK blog Bert Hendrickx Digital Market Intelligence bert.hendrickx@gfk.com Kenny Bos Research Consultant kenny.bos@gfk.com Contacts GfK Belgium url: http://blog.gfk.com/2014/10/the-social-science-of-complaining-for-belgians/

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