46% of consumers expect great customer support online from the brands they love, and a further 33% say that a commitment to excellent customer service is a significant factor in their loyalty to the brand, according to [download page] a study released in December 2011 by the CMO Council. Data from “Variance in the Social Brand Experience” also indicates that consumers are more willing to praise a company for good support (14%) than to complain about it to friends when it is not available (4%).
However, consumers want rapid feedback: 41% said they expect their issues to be addressed either immediately (22%) or within an hour (19%). (more…)