In the age of social media, it’s no surprise that many buyer decisions are influenced by online reviews, both good and bad. However, a recent study shows that consumers are more likely to share negative customer service experiences on social media than positive ones. 95% of people admitted they would rather share stories of their bad experiences than good ones, and 54% admitted to telling these stories to more than five other people, ranging from close family and friends to co-workers.

This negative feedback loop can have serious repercussions in B2B and B2C contexts, with up to 66% of people and 52% respectively refusing to make purchases after negative experiences.

So how do you make sure your customer has a good experience? The key lies in good customer service. Good customer service providing a positive experience not only inspires trust in the customer, but ensures that they will continue to invest in your product.

Here are a few ways to improve your customer service:

1. Ensure there is cohesion between your customer service team and marketing team

Many of your company’s social media platforms such as Facebook and Twitter are probably managed by your marketing team rather than your customer service team. In general, the majority of complaints are made via review sites and Facebook, rather than the company page; so it’s imperative to respond to quickly.

2. Good Communication

The main issues of concern reported by customers were bad communication and slow resolutions. 72% of people reported being frustrated at having to explain their issue multiple times to different people. Often it is the way in which issues are handled that is more important than finding the solution to the problem, so keep it simple, fast and courteous.

It’s also important to remember that it’s not enough to placate or prevent your customers having a negative experience. Social media is also an outlet for positive reviews, which are becoming increasingly influential in affecting buyer decisions. 85% of people are turning to online sources to gather information on local businesses, and 79% of those say that they trust online reviews as much as personal recommendations.