Social media gives voice to consumers

Businesses which use social media marketing to reach their current customers and attract new ones may be interested to know the medium is also offering a voice to these consumers, where one did not exist before.

Such is the assertion of Geoff Galat, vice-president of worldwide marketing for Tealeaf, who said firms which operate online are likely to be faced with the challenge of meeting the rising expectations of their customers.

As a result, good customer service could be key to standing out in the competitive online world, he added.

"Brands need to ensure that they take steps to improve online customer experiences so that they remove the problems in the first place as well as monitoring what is being said," Mr Galat noted.

His comments come after a survey by Consumer Forum revealed 80 per cent of consumers tell their friends, family and associates about their good or bad customer experiences with a service provider or brand.

Furthermore, three times as many respondents admitted they would pass on details of their consumer experience if they were bad, compared to if they were good.

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