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Did we annoy you and take revenge on "Sheaming"?

Not sure you did the right thing

Did we annoy you and take revenge on you through an angry Facebook post, instead of contacting customer service?

You are not alone: ​​new survey data published exclusively in Walla!

Money, reveals the dimensions of the phenomenon that presents companies with a huge image and operational challenge.

What is worth doing - and who do we complain about the most?

Tags

• Shaming

• Facebook

• communication

• Liraz Dror

Walla!

Of money

Friday, October 15, 2021, 10:52 Updated: Saturday, October 16, 2021, 17:06

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You bought a product or received a bad service, you felt knocked out - you hurry to run to social networks and write a post.

Have you tried to contact customer service before?

According to a survey conducted by Oketz, no less than 21% of the Israeli public aged 21-45 will share with Facebook users the worst service experience they have received, in a period of no more than half an hour from the moment they receive the service.

This, instead of expressing dissatisfaction with the service provider.

The results of the survey, which examines the ways in which consumers who encounter poor service at a call center or in the event of receiving a defective product, should exclude sleep from the eyes of every VP of customer service in Israel. A significant part of the Israeli public It has an image 'attack' on social media.

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Are you upset?

It's good to have Facebook, but it needs to be used properly (Photo: ShutterStock, shutterstock)

No need to call a journalist, the angry post will already bring him

"The data show a considerable lack of patience among Israeli client. This phenomenon has intensified every year, very damaging to the image of the companies," explains

, a company that provides telephone answering businesses.

She said Israel's relief arm the trigger Hsiiming networks, requires companies to meet the standard of services and growing, creating a challenge very meaningful for them.

"Opening and solutions for service calls and troubleshooting and answering customer in need of customer service, have become extremely complicated mirror service that requires Israeli client have, sometimes around the clock" She says and adds that if in the past every customer had a limited circle of people who could share his negative experience, then today, in seconds, he can do a 'branding attack' for the business, with exposure circles of hundreds and thousands of people.

"In the past, complaints were more objective, meaning it was very clear what was considered a bad service or in which cases a product could be replaced. Today, referrals have become much more subjective," said Dr. Liraz Margalit, one of the leading figures in the digital age. networks began the process of intoxicating: "consumers have internalized the strength and power of networks - and it must be admitted that sometimes they even take advantage of it - and the world that allows any customer, at any time and any place to share their experiences, is a world challenge for business owners."

another aspect, although Not expressed in the survey but corresponding directly with its results, is the leakage pattern of complaints on Facebook towards the institutional media: "If in the past a frustrated customer who wanted to complain to a journalist was required to locate his phone number, contact him and explain the chain of events. "Otherwise," notes Colbiz.

Quite a few consumer reporters are members of the same groups, and are exposed daily to the various complaints, which leads to a change in the manner of journalistic coverage.

Impossible service standard.

Yael Wissotzky, VP of CallBIZ (Photo: Yachz)

Money or honor?

One of the significant rocks of controversy over consumer satisfaction, is the question of what customers are actually looking for: Is it necessarily an immediate solution to a problem or is it respect. Data from the bi-annual "Consumer Outrage Survey" published by the prestigious American consumer magazine "Consumer Reports" reveals the common motive.

According to the survey data, no less than 87% of consumers first ask to be treated with respect. The survey also shows that only 38% indicated that they expect monetary compensation and that more than half of Americans claimed to have had a problem with a product or service they received at least once in the past year, with half claiming they were very dissatisfied with addressing the problem. It also turns out that over 30% claimed to have felt worried, betrayed or sad following the experience. No similar research has been done in Israel, but the experts we spoke to estimate that the situation is similar.

The million dollar question is what hurts consumers, or actually what causes the consumer dissatisfaction.

Kate Legett, an American analyst at research firm Forrester Research, notes that the complexity of products and their sophistication in today's reality creates a significant problem for companies: the multiplicity of faults and the less durable, including accelerated digitization - make it difficult to diagnose faults.

According to her, the phenomenon of self-assembly also creates difficulties, which in turn become a cause for complaint.

Alongside that, she explains, that our dissatisfaction is also due to their high standards that certain companies have accustomed us to.

Much more subjective inquiries.

Dr. Liraz Margalit (Photo: Yachz)

The Israeli complainants can be divided into four main groups, explains

. their distress. She says there has been a decrease in this group: until a few years ago, this group accounted for not less than 45% of consumers, but today dropped significantly and the rate is about 24%.

with the second group are "complaining strategy" - customers complain Serially, with an assertive character, the rate of which is increasing, and now stands at about 40% of the complainants, while six years ago they were estimated at only 17% 'only'. % Of complainants.

These customers live in a constant feeling of being "knocked out".

According to her, their proportion among the population has not changed.

And there is another group, which includes about a quarter of consumers who are relatively easy to satisfy.

It is enough to contact them and ensure a solution, in order to satisfy them and make them a satisfied customer.

The waiters were in no hurry to serve you wet wipes?

Keep the complaint in your stomach (Photo: ShutterStock, ShutterStock)

The media is to blame

One of the most significant issues, according to Consumer Reports, is how to effectively complain on Facebook, while increasing the chances that the complaint will fulfill its purpose. According to an analysis, the way that will most quickly anger the company and lead to an acceleration of the treatment process is to link the complaint post to the company's ad on its Facebook page. On the other hand, a complaint that is perceived as petty or unnecessary may lead to the opposite result than expected.

For example, about a week ago, a post came from a customer who dined at a hamburger chain and claimed that it took the waiter five minutes to get him a damp wipe. The crowd actually sided with the restaurant stand and washed the complainant with a flood of reprimands. In fact, over the years, surfers have developed a sensitivity to snoopers, and so have companies: if they recognize that this is a serial complainant - they will prioritize the treatment of other customers over him.

Another address for filing complaints is, as stated, the official bodies. According to data from the Israel Consumer Council, in the first half of 2021 they received 14,683 applications. 77% of them were found to be justified. During this period, consumers were reimbursed a total of more than NIS 7.5 million, mainly due to the return of money to consumers in the fields of events and tourism that were canceled in 2020. The

main findings of the 2021 Public Inquiries Report Leading areas: communications, tourism (it seems that some companies have not yet returned to a full work routine). 77% of complaints are justified (compared to 56% last year).

The first half of 2021 was marked by a "return to routine".

The Consumer Council sees a slight decrease in the number of complaints compared to the number of complaints received by the council at the height of the Corona crisis, but sees an increase in the number of referrals compared to the period before the crisis.

The numerical difference may be due to the corona crisis, the expulsion of workers to the IDF, and the use of the corona excuse for the post-crisis period as well.

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