Customers more vocal about poor experience

Nearly three-quarters of consumers are likely to tell others about poor treatment following a negative customer experience, research has revealed.

Outstanding service remains the top reason consumers will recommend a company, but 74 per cent of respondents said they have told others about a poor experience, according to a study sponsored conducted by Harris Interactive and commissioned by technology provider RightNow.

A huge 81 per cent of consumers will remove their business following a poor experience — this is up from 76 per cent in 2007 and 65 per cent in 2006.

However, in spite of the turbulent economy, the survey also found one in two consumers are willing to always or often pay more for a better customer experience.

Further results include:

• 61 per cent of customers have complained to the company at fault over operational issues while 37 per cent return products

• Poor customer experiences can also bring forth emotional outbursts from consumers. Following a poor experience 32 per cent of consumers have sworn, 25 per cent have shouted and six per cent have felt their chest tighten.

• However, 53 per cent of consumers will recommend a company to someone else because it provides outstanding service


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