has added a new tool to its online survey system, aimed at helping organisations monitor complaints and react quickly to them.
eCustomerRescue creates an automatic alert when feedback from dissatisfied customers has been posted, allowing companies to make contact with the customer to resolve the issue without delay.
"Word of mouth is one of the most powerful influencers of purchase decisions and it is becoming increasingly important as consumers interact more and more with each other online," says Derek Eccleston, the firm's head of research.
"It is frequently quoted that unhappy customers tell up to eight other people about their bad experiences, whereas happy customers will only tell on average five," he explained. "Therefore, responding and retaining customers is far more profitable than gaining new ones and given the economic climate, it has never been more important."
"Every organisation, no matter how good they are at the service they provide, will have customers who have a less-than-favourable experience," says Eccleston. "When this does happen, eCustomerRescue can give organisations a chance to respond and try and mend a relationship, instead of making it worse by not responding."
eCustomerRescue is currently on trial with a number of major brands, "with initial results proving very favourable" according to the company.