But they often don’t. Which makes very little sense to me and shows a lack of understanding of the social space. But alas, let’s get to the latest research on the topic:
According to customer experience research company Maritz Research, nearly half of consumers who tweeted a complaint directed toward a brand expected the company to respond—or at least to read their tweet. However, only a third of those consumers received a tweeted response from the mentioned brand.
Consumers ages 55 and older are particularly expectant of a company to read their complaint on Twitter. Gen Y and Gen X consumers, who tend to be more active on Twitter, were less hopeful that a company would read their complaint—perhaps because they believe those expectations will not be met.
Despite the gap between consumer expectations and brand delivery, consumers are overwhelmingly positive when brands take the time to actually respond to them on Twitter. The Maritz study indicates that 86% of Twitter complainers would have liked or loved to hear from the company regarding their complaints—and out of those who heard back, 75% were satisfied with the company’s response.