The (Social) Science of Complaining for Belgians
7
1 © GfK Belgium 2014 | The Social Science of Complaining THE SOCIAL SCIENCE OF COMPLAINING Usage of social media to file complaints in Belgium GfK Belgium, October 2014
-
Upload
gfk -
Category
Social Media
-
view
327 -
download
0
description
75% of Belgian consumers has at least once filed a complaint, GfK Belgium researched the role of Social Media as a channel for complaints.
Transcript of The (Social) Science of Complaining for Belgians
1 © GfK Belgium 2014 | The Social Science of Complaining
THE SOCIAL SCIENCE
OF COMPLAINING Usage of social media to file complaints in Belgium
GfK Belgium, October 2014
2 © GfK Belgium 2014 | The Social Science of Complaining
Over time, change took away
several boundaries such as time,
space or the emancipation of
distribution.
This allows consumers to reach
out to manufacturers, retailers
and service providers when and
how they want to for information,
for support or with complaints.
75% of Belgian consumers has at
least once filed a complaint, GfK
Belgium researched the role of
Social Media as a channel for
complaints.
Source: Digital Transformation, a model to master digital disruption (Jo Caudron & Dado Van Peteghem, 2014)
Change took away barriers between consumers and companies
Analog Digital
Connected
(Internet)
Social
Mobile
Wave 1
Emancipation
of production
exclusivity
Wave 2
Emancipation
of physical
boundaries
Wave 3
Emancipation
of distribution
and gatekeeping
Wave 4
Emancipation
of time/space
restrictions
in
3 © GfK Belgium 2014 | The Social Science of Complaining
N = 6732 | “Which of the following channels did you use at least once to file a complaint towards a company or organization?”
Traditional (yet digital) channels are preferred to file complaints
75% of Belgium consumers (18+) has at least once filed a complaint
58%
Telephone
33%
Corporate website
25%
4 © GfK Belgium 2014 | The Social Science of Complaining
25-34 35-44 15-24
N = 6732 | “Which of the following channels did you use at least once to file a complaint towards a company or organization?”
Social complaints on the rise
Of youngsters (15-24) filing a complaint, 18% uses social media.
Facebook is used by all generations, while younger generations also use Twitter or networks
such as Pinterest, Google +, LinkedIn and Instagram.
in
5 © GfK Belgium 2014 | The Social Science of Complaining
N = 797 | “Why did you use Social Media?”
Social media as an amplifier after not being heard
50% of complaints on social media have been already filed via other channels.
Not being heard, speed and convenience are the main drivers for using social media,
regardless the age, education or gender of the consumer.
I expect faster response
6 © GfK Belgium 2014 | The Social Science of Complaining
Appendix
Sent a complaint via Facebook
Sent a complaint via Twitter
Sent a complaint via other Social Media
I wanted as many people as possible to see my complaint
I didn’t receive (sufficient) reaction via other channels
Social media as last resort to get into contact
More convenient than other channels
I expect faster response
I expect a faster solution for my problem
15-24 25-34 35-44 45-54 55-64 65+
9,8% 9,3% 6,9% 4,1% 2,0% 1,3%
4,3% 2,6% 1,3% 0,4% 0,0% 0,1%
2,9% 0,9% 0,6% ,3% 0,1% 0,2%
38,2% 41,3% 32,8% 36,6% 32,5% 39,9%
20,6% 26,9% 28,7% 26,4% 14,0% 25,9%
35,3% 20,2% 23,2% 18,3% 15,7% 10,7%
39,3% 20,3% 31,2% 17,6% 11,8% 47,6%
50,7% 51,2% 32,8% 29,8% 22,1% 25,1%
28,7% 42,3% 34,6% 25,2% 31,4% 25,0%
7 © GfK Belgium 2014 | The Social Science of Complaining
Want to know more?
Read the full article on our GfK blog
Bert Hendrickx
Digital Market Intelligence
Kenny Bos
Research Consultant
Contacts GfK Belgium
url: http://blog.gfk.com/2014/10/the-social-science-of-complaining-for-belgians/
