Tweeting and Customer Service: No Good Deed...
While responding to complaints on social media can help develop a rapport with customers, it can also trigger new complaints, according to a study from professors at the University of Maryland, Carnegie Mellon University and Cheung Kong Graduate School of Business, in China.
The study, which was published in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences (INFORMS), explains the side effect of customers coming to expect help and giving them more of a reason to speak up in the future.
“People complain on Twitter not just to vent their frustration,” said one researcher, Liye Ma. “They do that also in the hope of getting the company’s attention. Once they know the company is paying attention, they are more ready to complain the next time around.”