The dedicated server page from the Fasthosts website
(WEB HOST INDUSTRY REVIEW) — Web hosting provider Fasthosts issued the results of a study of UK-based consumers Tuesday, finding that one in three has posted a negative review of a business online, in its “Online Reviews Audit.”
The survey of 1,300 UK consumers found that communicating displeasure online is now a common practice, with most users turning to social networking sites – particularly Facebook and Twitter – as well as online forums as their outlet, providing some data to back up a fairly common-sense observation.
The company commissioned the study via research tool OpinionMatters.
Fasthosts says the rapid growth of social media sites has given consumers new power to communicate and collaborate around consumer issues. the study found that 33 percent of consumers have posted a negative review online of a product, company or service, including 52 percent of consumers under 24 years old, 39 percent of consumers aged 25-34, 38 percent of those between 45-54 and 28 percent of consumers older than 54.
According to the survey, 84 percent of consumers would forgive companies for the mistakes if the firm engaged with their negative review and discussed the issues.
“There is clearly a good opportunity for businesses to use the Internet as a cost effective means to identify and win back unhappy customers,” says the press release.
Among 400 UK small businesses, also surveyed by Fasthosts, few choose to interact with customers who publish negative comments about them. only 12 percent of small firms say they have ever engaged with an online complaint – a missed opportunity, according to Fasthosts.
“Engaging with customers shows a business is customer-focused,” says the press release revealing the study, “and enables other viewers of these websites to see a response to a criticism that otherwise would be unanswered.”
“It is understandable that many business owners’ first instinct may be to shy away from their customers’ online complaints,” says Fasthosts marketing director Stephen Holford, quoted in the press release. “however, addressing negative online material enables a company to learn about their customer experience as well as improve their customer retention and online reputation.”
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