Baby boomers most likely to complain to companies while millennials shy away from confrontation

21st December 2015


With countless online shoppers awaiting a flurry of deliveries in time for Christmas, many could sadly be left disappointed with damaged or faulty goods.

However, despite the UK’s reputation as a nation of complainers, research from Equifax reveals that only 32% of millennials (18-33 year olds) would always contact a company to complain if a problem arose.

In comparison, almost two-thirds, at 63%, of those aged between 51 and 69, i.e. the baby boomer generation, would always contact a company to complain if they had an issue.

In addition some 41% of consumers admitted their decision on whether to complain or not is influenced by the cost of a product or service and/or how easy it is to contact the supplier. Only 1% of those surveyed would never complain.

The online survey, conducted by YouGov, also revealed that over a third, at 35%, of people who would complain, would prefer to do so via the company’s website while 33% would choose to voice their complaint over the phone.

Only 5% of those surveyed would most likely choose to complain by social media. However, this rose to 14% for millennials surveyed. In contrast, only 1% of baby boomers were most likely complain via social media.

Paul Birks, director of decision solutions at Equifax, said: “Everyone has a right to complain if they receive a faulty product or service. However, it’s important for businesses to understand the changing nature of how people complain.

“With the rising use of the internet and social media, companies must ensure their infrastructure is constantly evolving to provide customers with the highest level of customer service.

“If handled correctly, a complaint doesn’t have to damage long-term relationships with customers; businesses are wise to invest in their aftersales service to protect future sales.”

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