How do the new online communication platforms affect users and companies? How do we take advantage of these spaces? We summarized Tren Digital's study on empowerment and social networks and answered these questions.
Social media, ecommerce sites, and product and service rating platforms have given consumers new power. The information available on companies and brands generates high expectations in users and encourages them to demand service and responses quality .
To delve into this topic, we attended the talk on the results of the research "Empowerment in Chile and the role of social networks" , developed by the company Tren Digital and headed by Daniel Halpern, UC academic.
In this study, a sample of digital users, mainly young people, was surveyed, obtaining data that showed that information on the Internet is essential for the purchase decision and evaluations. Some relevant figures are:
- 96.5% look for information before making a purchase.
- 88.2% review experiences.
- 80.6% are proactive and ask their contacts.
- 64.5% follow the brand, they are loyal.
How and when do users consume the information?
According to data from the study, the majority look for product characteristics, special discounts and prices on online platforms , a few days before making a purchase.
Regarding the ratings and comments, 76.8% still prefer to ask their friends and acquaintances instead of reviewing them online. However, the visibility of digital channels is much greater than word of mouth and both sources can complement each other, so it is essential to stimulate opinions on websites and social networks.
Currently, users know that they can express their opinions on these channels and demand information publicly, a possibility that empowers them. However, it is not enough to provide quick answers. Companies should be concerned about having - internally - a good complaint management and problem solving system. Otherwise, the user's frustration level will increase when receiving a response that does not solve the problem.
According to data from the study, the majority look for product characteristics, special discounts and prices on online platforms , a few days before making a purchase.
Regarding the ratings and comments, 76.8% still prefer to ask their friends and acquaintances instead of reviewing them online. However, the visibility of digital channels is much greater than word of mouth and both sources can complement each other, so it is essential to stimulate opinions on websites and social networks.
Currently, users know that they can express their opinions on these channels and demand information publicly, a possibility that empowers them. However, it is not enough to provide quick answers. Companies should be concerned about having - internally - a good complaint management and problem solving system. Otherwise, the user's frustration level will increase when receiving a response that does not solve the problem.
if they do not receive the answers they are looking for, why do they continue to use the networks?
very likely to Those with a bad experience are use social media to complain. Although most prefer to go directly to a store or company (86.5%), those who use online channels (54.2%) generate a greater impact by receiving greater visibility.
Users perceive a great effectiveness in this channel because the responses arrive quickly, which generates high expectations. However, the effectiveness is very low, since the answers are not satisfactory. E sta situation causes discontent and encourages to tell publicly their bad experience. In this scenario, they no longer seek a solution, they just want to show their discontent.
But it is not all bad news. These findings show that the demand for using the tools to share valuations does exist, but companies must stimulate the use in their favor. If brands can deliver the resources and motivation necessary for consumers to share their positive experiences on social media, they will be able to improve their image and attract customers.
Fears and doubts of digital consumers
very likely to Those with a bad experience are use social media to complain. Although most prefer to go directly to a store or company (86.5%), those who use online channels (54.2%) generate a greater impact by receiving greater visibility.
Users perceive a great effectiveness in this channel because the responses arrive quickly, which generates high expectations. However, the effectiveness is very low, since the answers are not satisfactory. E sta situation causes discontent and encourages to tell publicly their bad experience. In this scenario, they no longer seek a solution, they just want to show their discontent.
But it is not all bad news. These findings show that the demand for using the tools to share valuations does exist, but companies must stimulate the use in their favor. If brands can deliver the resources and motivation necessary for consumers to share their positive experiences on social media, they will be able to improve their image and attract customers.
Fears and doubts of digital consumers
Surprisingly, the survey results showed that more than half of users (53%) are comfortable using digital channels to make purchases. However, they still have doubts and fears that are related to services and not technology. The most important data are: - 88.2% believe that the product will be late.
- 83.9% are concerned that they will not be able to try the product.
- 80.1% believe that the products will arrive defective.
- 72.1% fear that the product will not be delivered.
- 68.8% fear that it is not expected.
- 58.4% are concerned about their credit card being cloned.
Communication strategies must strive to mitigate these fears and resolve doubts. These figures show recurrent failures in the systems, users are more concerned about receiving poor customer service and after sales, than problems such as security, data use and identity theft.
- 88.2% believe that the product will be late.
- 83.9% are concerned that they will not be able to try the product.
- 80.1% believe that the products will arrive defective.
- 72.1% fear that the product will not be delivered.
- 68.8% fear that it is not expected.
- 58.4% are concerned about their credit card being cloned.
Communication strategies must strive to mitigate these fears and resolve doubts. These figures show recurrent failures in the systems, users are more concerned about receiving poor customer service and after sales, than problems such as security, data use and identity theft.
How to deliver a good service?
In conclusion, we see that the key is to deliver quality responses and services . To achieve this, companies must distinguish between the informational, technical and managerial problems faced by users.
The next step is to understand that, through social networks, it is possible to solve informational problems, but not technical or management problems. For the latter, it is necessary to devise a system that responds to needs in a timely and satisfactory manner, giving consumers tools and options to mitigate their doubts and fears.
In conclusion, we see that the key is to deliver quality responses and services . To achieve this, companies must distinguish between the informational, technical and managerial problems faced by users.
The next step is to understand that, through social networks, it is possible to solve informational problems, but not technical or management problems. For the latter, it is necessary to devise a system that responds to needs in a timely and satisfactory manner, giving consumers tools and options to mitigate their doubts and fears.
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