A new study by Society for New Communications Research provides several interesting facts. For example that a majority of consumers regularly research companies customer care online prior to purchasing products.
The study shows that consumers are increasingly using social media to share feedback on their customer care experiences, and finds that it has become increasingly difficult for businesses to ignore or hide from bad experiences.
We at Zendesk believe that companies should address the issue proactively by embracing customer complaints. We all know that at least some of our customers are going to complain no matter what. Why not provide them with a swift, dedicated, transparent and beautiful customer service environment for that purpose. That way you will a stand a much better chance of addressing actual issues and perform damage control, than if the complaints surfaced somewhere outside of your own domain.