A few months ago I wrote about customer satisfaction and the book “Socialnomics” by Eric Qualman. A new video has been released  updated with interesting new statistics. Does this mean traditional customer satisfaction surveys, especially those after a service call will eventually die out?

Social Media Revolution 2 video highlights

1. Facebook tops Google for daily traffic in the US.

2. Facebook  recently added over 200,000 users in a year.

3. If Facebook were a country it would be the 3rd largest in the world, ahead of the US.

4. The Fastest growing segment on Facebook is Women age 55 – 65 (Baby Boomers)

5. 50% of the mobile traffic in the US is Facebook. Imagine what that means for bad customer experiences.

6. Youtube, the second largest search engine in the world. Negative customer comments recorded on Youtube  go viral fast (see United Breaks Guitars).

7. There are over 200,000,000 blogs in the world. Negative word of mouth has gone World of Mouth

8. 34% of Bloggers post opinions about products and brands. Do you know what they are saying about your brand? Your company? Your executives?

9. More consumers care more about how their social groups rate a  product or service than how Google does. 78% trust peer recommendations. Only 14% trust advertising.

10.  Social media isn’t a fad. It is a change in the way we communicate.

11. Listening to customers is key and social media changes how we do that.

How does Social media affect the Customer Satisfaction Survey processes?

Based on the statistics above, any business or organization in the consumer market space needs to be listening to their customer comments on Social Media. Facebook and Youtube seem to be  key platforms to be listening in on, along with bloggers. Traditional reporting of customer satisfaction data will probably continue to show trends over time but new metrics will need to be created as well, based on these social media trends.

Is your organization changing it’s approach to traditional surveys as a result of Social Media? I suspect traditional Customer Satisfaction survey processes for consumer based industries  will need to adjust to accommodate feedback coming in from Social Media in real time. How should results be aggregated from social media compared with traditional survey processes? Will traditional transaction based surveys survive?

Share your comments below.

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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

One Response to “Will customer satisfaction surveys survive in a Social Media world?”

  1. Frank Says:

    I am soooooooo SICK of satisfaction surverys. Every time I turn around I get the “opportunity” to provide feedback to some store, restaurant, or internet service. I get marketing firms wanting to sign me up to provide feedback on cars, stereo equipment, pc’s and you name it.

    You ask will it survive? It has survived to become the new spam. It is just trash. The data that is obtained is reviewed in less time than it took to take the survey and then discarded when it does not show what the firm wants to hear.

    Does this sound cynical? Actually, I would like it sound hostile. I am that tired of being asked my opinion and then seeing nothing done about the data provided. Firms that ask for opinions have a responsibility to provide feedback to those successfully surveyed on actions taken as a result of the survey.

    Delete Delete Delete. Thats my response to surveys…

    Thanks for the opportunity to get up on a soapbox about a Nit or a Nat.. whichever.

    Frank

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