The Society for New Communications Research recently released a study showing that online consumers are increasingly using online social media to share their personal customer service experiences and learn about others’ care experiences during their purchase decision process. According to the study:
- Almost 60% of the study respondents used social media to vent about poor customer care
- Over 70% research companies’ customer care online prior to purchasing products
- 74% choose companies/brands based on others’ customer care experiences shared online
Echoing the results of the Society study is an article from Entrepreneur titled Marketing in the Recommendation Age. Key quote on the use of online reviews and recommendations:
"Studies .... are finding that 80 percent of readers' purchasing decisions are influenced by customer reviews. And 70 percent of them say they share business reviews with friends and family online."
We've posted in the past on the increasing importance of online user reviews in the customer purchase decision process. These studies show that the power of online user reviews continues to grow.