Use of Social Media for Retail Complaints

Following on from our customer complaints report entitled, “The Cause of Customer Complaints in Retail”, which looks at why customers are complaining in retail and what actions they are undertaking as a result, we further research into how and why customers are using social media as a medium for complaining about poor customer experiences in store.

Some interesting insights from our report include:

  • 22% of customers will use social media as a medium to complain about a poor retail customer experience
  • Facebook is the most commonly used, followed by Twitter
  • More customers will use social media to complain because they hope for a response from the business, than those who will use it with the intent of damaging the business
  • Customers from different age demographics and regions have different motives for using social media as a forum to complain to retailers

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