Research Summary

The Society for New Communications Research is pleased to announce the launch of a new research study sponsored by Nuance Communications, one of its corporate members. The study, titled "Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media," is being led by a team of SNCR Fellows working in conjunction with TWI Surveys, Inc....

Description:

 The research team includes Dr. Nora Ganim Barnes, John Cass, Susan Getgood, Paul Gillin, Francois Gossieaux and Brian Solis. Through surveys and case studies, the Fellows will investigate how brand reputation and brand loyalty are affected by the quality of customer care at a time when customers can share their customer service experiences via social media and new communications platforms.

The SNCR invites all consumers to participate in the survey. A brief questionnaire is available at http://www.twisurveys.com/SNCR2008/. It takes less than five minutes to complete. All participants who complete the survey will receive a copy of the executive summary of the study’s findings and a special discount to attend the Society’s annual conference, New Communications Forum, where the findings will be shared in a special presentation.

This study will examine the links between customer satisfaction, brand reputation and consumer loyalty. It will analyze how consumers and companies are addressing these changes, and will offer recommendations on best practices for maximizing the knowledge gained and relationships between the customer and the care professional, including: how to break down silos within the organization to work most effectively in this new world of communications; how to avoid a customer care fiasco and ultimately how to improve the customer care and the brand experience overall.

The initial research findings will be shared at the Society for New Communications Research’s annual conference, New Communications Forum, which will be held April 22-25, 2008 in Sonoma County, CA. (http://www.newcommforum.com). The final results will be highlighted in the Society’s Journal of New Communications Research and published in a full report later this year.