One bad tweet can cost you 30 customers

The power of tweeting

One bad tweet can cost you 30 customers

 

Thanks to Convergys for some interesting recent press. The basic strapline is one bad tweet can cost you 30 customers.

 

We have probably all heard how Dave Carroll’s song about United Airlines breaking his guitar received 4 million hits. Well a recent study has tried to quantify this Twitter effect more generally.  For more information on press coverage see the links:

 

One bad ‘Tweet’ can cost 30 customers, survey shows

http://www.bloomberg.com/apps/news?pid=newsarchive&sid=afod9i5PqoMQ

 

Can Twitter solve customer service hell?

http://www.thisismoney.co.uk/bargains-and-rip-offs/customer-service/article.html?in_article_id=494869&in_page_id=515

 

Companies hurt by angry bloggers

http://www.computeractive.co.uk/computeractive/news/2254115/customers-posting-negative

 

Silent majority risk worse customer service as companies monitor Twitter, Facebook

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/6802019/Silent-majority-risk-worse-customer-service-as-companies-monitor-Twitter-Facebook.html

 

This is one of the first times I have seen such an attempt to quantify the Twitter effect: true it is survey based but the basic concept of a silent attrition, that customers see a bad review and switch companies without complaining (Frank Sherlock) is a good one.  Indeed a similar notion has also been expressed by Cherry Tree research in Experience: source Responsetek (white paper: how to increase bottom line profits by improving customer experience). The base concept here is that while 22% receive a poor experience only 2% actually complain i.e., 98% of dissatisfied customers never complain with 55% at risk and 45% actually defecting. 

 

 

The Convergys research does seem however to go further by focusing on the switching effect at an earlier browsing for information stage. This makes the social media effect even more important if you are also losing customers you never realised ‘you could have had’.

 

This also means experience-wise there is a much stronger emphasis in the market of seeking peer review: the start of an experience is now much more likely to be when you log-on.

 

Would be interested to know of any other quantifications out there or opinions: is this an overblown effect?

 

 

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

1 Comment

Annie Pettit @LoveStats

Totally with you. There are about 1500 accounts following my twitter account. Even if only a quarter of them look at anything I write, that's 375 people who just heard me complain about a broken widget. You cannot convince me that they didn't unconsciously internalize that message. Psychology will prove otherwise.

Like Report

Display name

Email

Join the discussion


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts