More mobile users in a new survey tell those in their social networks about positive retail experiences than negative ones.

But brands should not rest easy because almost as many complain about bad interactions. And these consumers are not seeing retailers react as often as they expect.

In a representative survey of feature phone and smartphone owners, 46 percent reported that they communicated with friends, family and their social network following a positive in-store experience. In addition, 40 percent say they used their phone in a retail location to detail a negative interaction.

The findings that mobile devices have become megaphones for a large portion of users are at the heart of new research I commissioned in my long-time analysis of the "Moments of Trust" – consumer touch points with brands that influence trial, sales and loyalty.

Of those who used their devices to communicate brand experiences, 18 percent used Facebook; 8 percent employed Twitter; and 32 percent communicated via text message.

In other findings:

• 10 percent said that they had heard from a brand following a post about a retail interaction
• 35 percent said they would want to hear from a store or brand after a negative experience
• 34 percent said they had seen a post from someone in their network
• 48 percent said they would be influenced by a post

In a talk at Jeff Pulver’s 140 Characters Conference http://jeffhasen.com/video-of-my-140-characters-conference-talk-on, I told the gathering that nothing has changed while everything has changed. Since day one of commerce, it has been critical to serve the customer. That is, of course, still true today. What is dramatically different is the consumer’s ability to broadcast his or her experiences and to influence consideration and purchase patterns.

What should we do as marketers?

In my view, we need to measure even if we can’t stomach the results.

Like Nordstrom, which is bringing new technology including iPads to its unparalleled customer service, we need to change with the times.

Further, in my view, we must celebrate those who perform admirably at the "Moments of Trust" like the flight attendant on American Airlines who goes row by row, seat by seat, to thank each passenger for the business.

Conversely, we need to rid ourselves of those who fail in these critical interactions.

It is only going to get more challenging for brands with enhanced photo and video capabilities on phones, near instant delivery to such sites as Flickr and YouTube, and a new, "out of the womb savvy" generation of mobile users being born.

As I told the 140 Conference audience, we as marketers can’t afford to sit on the sidelines. We need to adopt and adapt as fast or faster than those who frequent our businesses.

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