Separate findings from the American Express report also illustrated the potential for spreading positive word-of-mouth via online social networks.

In all, the typical social media customer service user will tell 42 others about a good experience, and 53 about a bad experience. These totals drop to nine and 17 respectively among non-users.

Sharing of customer service stories is also on the rise among the general population, with the typical American telling 15 people about positive interactions. When American Express conducted the same poll last year, this total reached just nine people.

At the same time, concerns over the quality of customer service are also on the rise, with almost a third (32%) of respondents saying they believe brands are not prioritising service in the same way as they used to. Last year, just 26% said the same.

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