New Research Shows Complaining Online Actually Helps
Before email and message boards lead to the creation of the modern Internet system, consumers could only complain to loved ones or a customer service representative. International review sites, personal blogs and social networking allows consumers to complain and praise the companies they come in contact with very quickly and easily. Research from Dr. David Solly shows that making these complaints helps lower stress by relieving tension. Dr. Solly is a professor of psychology with the University of the Rockies, a graduate school focusing on psychology and social behavioral studies.
Releasing the tension from bad customer service or from buying a low quality product helps balance in the chemicals in the brain and body. Making a complaint also makes a larger impact that you might suspect. With so many Internet users looking for opinions before they make a purchase your review actually helps or hurts a company’s chances of gaining new customers. This creates the feeling of control that helps many people cope with a disappointment in a better way. Social media is an especially satisfying form of complaining when a business doesn’t live up to your expectations.
Part of the satisfaction that complaining online gives us comes from anonymity. People that feel uncomfortable talking to a worker or representative from a company still feel safe writing an anonymous review. These online reviews also help companies by allowing them to track customer satisfaction or displeasure in an easier and less expensive way. Instead of holding focus groups and only hearing from a small percentage of consumers, companies can measure the general opinion of their brand through what is being said about them online. Far more complaints and recommendations are made online then through other forms of communication.