Customer Care Reputation Studied Online Before Making Purchases

RESEARCH BRIEF -- May 5 -- Among a new study "Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media," by the Society for New Communications Research, there is a growing group of consumers using social media to research companies.

59% of respondents use social media to "vent" about a customer care experience
72% of respondents research companies' customer care online prior to purchasing at least sometimes
84% of respondents consider the quality of customer care at least sometimes in their decision to do business with a company
74% choose companies/brands based on others' customer care experiences shared online
81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer careless than 33% believe that businesses take customers' opinions seriously
FULL ARTICLE @ CENTER FOR MEDIA RESEARCH

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