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Savvy Britons make £46m by complaining online

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28/04/2014
Britons have collectively received £46m worth of gifts and discounts by complaining online, according to a study.

The survey by Gocompare.com found that more than one in 10 of people have used social media platforms to complain about a company and 73 per cent have had some form of success due to raising their issue online.

More than a fifth of customers who have complained about a company in this way said they received a free gift or discount as a form of compensation.

In comparison only 16 per cent of people who had talked positively about a company received anything.

Claire Peate, customer insights manager at Gocompare.com, said: “Most of us have been in the position where the service we’ve received has failed to live up to our expectations. However, many of us often shy away from complaining or ‘kicking up a fuss’ and avoid confrontation.

“Ultimately, if a company has done something wrong, they will usually want to put it right. The public nature of social media makes it a useful way for customers to interact with organisations and allows them to air any grievances in a quick and easy manner.

“Regardless what method you use, if you are unhappy with any goods or service you have received, it’s important to voice your complaint with the company and escalate it if necessary. Customers are the most important aspect of any business and feedback, both positive and negative, is what shapes how an organisation operates, so if you’ve been left disappointed or angry make sure to let the relevant people know and don’t just take it lying down.”

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