We're all aware of the importance of keeping customers happy. It costs significantly more to acquire a customer than keep one. This isn't just about re-marketing to existing customers, but about delivering over-the-top service throughout the customer relationship.
Though the percentage of survey respondents who turn to social media to complain is less than who will complain to personal friends offline (52% vs 16%), the negative reports that make it to the Web have wider reaching and often permanent effects on your reputation. Considering more than 60% are influenced by what others have to say about a company online (whether they are personally acquainted or not), it's important to optimize your service channel upstream to prevent the negative effects in social media.
Click to enlarge infographic.
Image originally posted on Zengage, The Zendesk Blog