Among consumers who did get a response from the retailer to their negative review, the survey determined that 33 percent followed up and reposted a positive review. Thirty-four percent deleted their original negative review.
The study, sponsored by RightNow, found that consumers generally have low expectations of how retailers monitor and respond to their negative reviews. Among the third of consumers whose negative review did not get a response, 61 percent indicated they would be shocked if the retailer had responded to their negative comment on the web.
"When consumers have a bad experience, they will not come back," said Greg Gianforte, chief executive officer, RightNow. "And now, more than ever, unhappy consumers are turning to the social web to share their complaints. However, retailers have an opportunity to wow consumers by listening and effectively responding to their complaints on the social web. Retailers can bring back unhappy customers and turn them into brand advocates."
On the other side, after a positive shopping experience with a retailer online, 31 percent of respondents said they purchased more from the retailer. Among those having a positive shopping experience with an online retailer, 21 percent recommended the retailer to friends and 13 percent posted a positive online review about the retailer.
Other findings from the survey:
- Half of the respondents indicated they were influenced to buy from a specific online retailer by great customer service or a previous positive experience with the retailer;
- Twenty-eight percent researched what customers wrote on social networking and reviews websites while shopping online;
- Thirty-eight percent turned to the retailer's website for information or support with online shopping;
- Twenty-two percent were frustrated by information that was inconsistent
between the retailer's website and customer service agents.
This survey was conducted online in the U.S. from January 25-27, 2011 among 2,516 adults ages 18 and older, of whom, 1,605 shopped online during the most recent holiday season.