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Digital Consumers Are Getting Good at Complaining

Posted on 5.22.2016

Review community Trustpilot recently released results from a study that examined the top methods of complaining when a consumer has had an unsatisfactory experience with a business.


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The survey data revealed that over three out of five (62 percent) of American adults use online methods to complain, preferring a more impersonal medium when expressing their dissatisfaction and displeasure. In fact, nearly 70 percent of respondents indicated they want to avoid personal confrontation when possible, confirming that once the human interaction factor is removed, the complaints start to flow.

Other highlights from the Trustpilot study include:

+ 50 percent of Americans say they are comfortable complaining by way of an online review.
+ 74 percent of millennials use the Web-based reviews method of complaining
+ 80 percent indicated the motivation for their complaints was to help companies learn and improve.

“While it is obvious that there are many factors considered when making a complaint about a business, the effect of technology on the feedback process has significantly made it easier for the consumer voice to be heard,” said Fred Mather, general manager of the Americas at Trustpilot. “The online landscape gives consumers more freedom to express themselves and provides a forum for informed communication. Now more than ever, it is important for businesses to listen and respond to feedback across all mediums — especially online.”

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