In a recent study of 1,300 consumers who tweeted a complaint about a product, service, or brand, only 29% heard back from the company. As Marist Research reports, although 49% of tweeters expected the company to read their message, less than one-third received a response.
Older tweeters were more optimistic that companies would read their tweet: 65% of those over 55 compared to 38% of 18-24 year-olds.
When companies did respond, they got high marks from consumers. When asked, "How did you feel when the company contacted you as a result of your tweet?" 83% said, "I loved it" or "I liked it," and 74% were "very satisfied" or "somewhat satisfied" with the response. This is good news for companies that do take the time to respond to complaining tweeters.
- Why would a company NOT respond to a tweet complaining about its products or services? What are the downsides?
- Why would a consumer tweet a complaint rather than use other channels (e.g., a letter, an email, an online comment form, or Facebook)? From the consumer's perspective, what are the advantages and disadvantages of each channel?
- Have you tweeted about a brand or product? What, if any, response did you get, and were you satisfied with the response?