Customer Complaints Getting You Down?
There's no pleasing everyone. That's a fact. Complaints are going to come no matter what a brand does. And when a customer complains, the phrase "the customer is always right" is repeated over and over. With consumers having more and more access to their peers’ ratings and reviews online and via mobile, one complaint could hurt a brand's image and ultimately its sales. What marketers need to do now is learn how to effectively manage complaints.
A whitepaper from Web Liquid titled 2011 Consumer Complaint Index explores options on how to manage complaints, what brands saw the most complaints in 2010 and what those brands did to right their wrongs.
“Brands can use these insights from word-of-mouth and social media channels to better understand their audience and galvanize their relationships with customers," said Paul Burani, partner at Web Liquid, in a company press release.
The study consisted of 110 brands included in the Best Global Brands report published by Interbrand. The brands were based on the criteria of financial performance, brand strength and the role the brand plays in consumers’ purchase decisions. The data came from Google AdWords and 1.2 million Google searches.
Toyota received the most complaints per month. There were three other automakers in the top 10 — Ford, Honda and Mercedes-Benz. The restaurant industry also saw a high number of complaints, with a good portion of those complaints being placed via mobile devices.
Mobile is quickly becoming a very popular medium for consumers to search for and voice their complaints. Performics, a provider of performance marketing solutions, estimated that 8 percent of clicks on Google's paid search results came from mobile devices in November of last year. That number is expected to increase to 16 percent by the end of this year. Performics also found that 8.7 percent of complaints came via mobile.