2010 Customer Complaint Index

Before search engines, there were fewer resources to help consumers qualify their purchase behavior. Nowadays, almost two-thirds of internet users research online before buying, and the search engines are not only the tool of choice, but they’re influencing most people in their decisions. One common query in this process is “customer complaints.” For many brands, these searches are conducted thousands of times every month.

For marketers, the opportunity is twofold. For our own brands, this search behavior allows us to attract a qualified and attentive audience at a low cost, and demonstrate top-notch customer service. For competitive brands, it gives us a similar opportunity to showcase our own best practices and success stories.

Understand customer complaints, the search behavior that drives them, and the marketing opportunity surrounding them.

• Which brands are most commonly searched in Google for customer complaints?
• Which industries attract this type scrutiny from consumers?
• How well are advertisers capitalizing on opportunities to extend marketing reach around complaint-focused search behavior?

The Customer Complaint Index studies 35 global brands across a variety of industries, providing a granular view of absolute search query volumes related to customer complaints. In short, it connects marketers with the disgruntled digital consumer, and identifies the opportunities to make their own brands stand out in this overlooked space.

You can see the entire report below:

2010 Customer Complaint Index – Web Liquid

For more on this research, see “The trials of Toyota, brought to you by Google“. To download the Executive Summary, click below.