Reputation Management – 72% Research Rep Before Buying

Metamend Search Marketing recently introduced a Reputation Management service headed by industry veteran David Howell. After working in the search industry for as long as we have, the enormity and scope of Reputation Management issues faced by businesses and individuals has long been apparent. A study released yesterday shows the importance of understanding and controlling your online reputation.

72% of social media users will research a company’s customer service reputation before doing business with that company. According to a consumer survey conducted by the Society for New Communications Research, “… affluent consumers are using social media channels to share their personal customer service experiences and learn about others’ care experiences when making purchase decisions.”

The survey, which was sponsored by professional speech and imaging service provider Nuance Communications, found that:

• 59.1% of respondents use social media to “vent” about a customer care experience
• 72.2% of respondents research companies’ customer care online prior to purchasing products and services 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
• 84% of respondents consider the quality of customer care in their decision to do business with a company at least sometimes
• 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously

And, most importantly,

• Search engines are the most valuable online tools for this research, according to respondents. Those rated of no value include micro-blogging sites like Twitter or Pownce (39%), YouTube (27%) and social networking sites like Facebook and MySpace (22%)
  (source: SNCR Press Release)

“This study indicates that there is a growing group of highly desirable consumers using social media to research companies: 25- to 55-years old, college-educated, earning $100,000+ – a very powerful group in terms of buying behavior,” said Dr. Ganim Nora Barnes, senior fellow, Society for New Communications Research. “These most savvy and sought after consumers will not support companies with poor customer care reputations, and they will talk about all of this openly with others via multiple online vehicles. This research should serve as a wake-up call to companies: listen, respond, and improve.”