A team of Fellows of the Society for New Communications Research (SNCR)
recently released a new research study regarding consumer empowerment
to share customer care experiences. The study discusses the effects of
social media and new communication tools on disseminating information
to a broad group of people. The study found that over 70% of its 320
respondents' research customer care experiences online before
considering the purchase of a product or service. It also found that
84% consider feedback on customer care at least some of the time.
Furthermore 74% of the respondents agreed with the statement "I choose
companies/brands based on others' customer care experiences shared
online."
So what should this mean to you? While consumers do share both good and bad experiences online, it means you will want to make certain that the content on your Web site provides a strong indication of the type of customer care you provide. You can do this by providing text and video content on your site that talks about how you handle different types of legal issues. In our own consumer research regarding video, over 70% of consumers indicated they want a feel for the personality of the lawyer. Use your Web site to capture the character of your firm and its people. This can help take the mystery out of the legal process, help erase the intimidation factor, and provide insight to your practice. This is important because as social media and technology continue to advance, you should use all the tools available to put your best foot forward in your web presence. Make sure you're speaking for you.
And if you think only a few people are using social media, the research by the SNCR would beg to differ. Consider this quote from Dr. Ganim Nora Barnes, a Senior Fellow at the SNCR, "... there is a growing group of highly desirable consumers using social media to research companies: 25- to 55-years old, college-educated, earning $100,000+..."
Linda Palecek
So what should this mean to you? While consumers do share both good and bad experiences online, it means you will want to make certain that the content on your Web site provides a strong indication of the type of customer care you provide. You can do this by providing text and video content on your site that talks about how you handle different types of legal issues. In our own consumer research regarding video, over 70% of consumers indicated they want a feel for the personality of the lawyer. Use your Web site to capture the character of your firm and its people. This can help take the mystery out of the legal process, help erase the intimidation factor, and provide insight to your practice. This is important because as social media and technology continue to advance, you should use all the tools available to put your best foot forward in your web presence. Make sure you're speaking for you.
And if you think only a few people are using social media, the research by the SNCR would beg to differ. Consider this quote from Dr. Ganim Nora Barnes, a Senior Fellow at the SNCR, "... there is a growing group of highly desirable consumers using social media to research companies: 25- to 55-years old, college-educated, earning $100,000+..."
Linda Palecek
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