For consumers, the golden rule is “buyer beware.” For marketers, it should perhaps be: “beware of socially adept consumers.” New research indicates that consumers who are savvy social media users wield far greater influence among their peers.
Specifically, they tell significantly more people about their service experiences, and say they’ would spend 21% more with companies that deliver great service — compared to 13% on average, according to the 2012 American Express “Global Customer Service Barometer.”
This relatively small group of consumers is extremely engaged and vocal, according to Jim Bush, EVP of World Service at American Express.
“They … tell three times as many people about positive service experiences compared to the general population,” he said of social media users. “Ultimately, getting service right with these social media-savvy consumers can help a business grow.”
Unfortunately for many marketers, the survey — conducted in the U.S. and 10 other countries — also reveals a sorry state of service in general.