Survey: Consumers More Likely To Share Bad Experiences

Filed in News by on April 17, 2013 0 Comments
Customer experience is one of those terms that is thrown around a lot in the business world, but sometimes it can be difficult to determine how it affects our brands and strategies. Recently, the Ideahaus Community's own Raelin Musuraca explained why customer experience is so important and a recent survey further demonstrates the point. According to the survey of over 1,000 respondents conducted by Dimensional Research and sponsored by ZenDesk, almost any type of customer experience will change your bottom line somehow. After ranking customer service as the foremost factor that impacts brand trust, those surveyed made the case why. Following a good customer experience 62 percent of B2B customers and 42 percent of B2C customers reported increasing purchases from a particular vendor. As for bad experiences, 66 percent of B2B customers and 52 percent of B2C customers stopped purchasing completely. Those numbers, while potentially frightening for businesses, should be seen as an opportunity. Just think, if you can improve your ability to please the customer, approximately half will purchase more.

And they'll tell others about it, too.

According to the same survey, customers aren't shy about sharing their experiences with others either — especially bad ones. Overall, 95 percent of customers reported sharing a bad experience with others, while 87 percent reported sharing good experiences. They also mostly shared those experiences within their closest networks, both on and offline.
Customer Service Sharing

Your customers are talking about you. Do you know what they are saying? Image courtesy of MarketingCharts.

And, with 88 percent of respondents claiming they have been influenced by an online review, there's even more of a reason to make sure the reviews are good. So what are you doing today to improve your customer experience? Share with us so we can learn from you!
Interested in learning how to turn your customer experience around? Check back next week when Raelin Musuraca reveals three quick tips that will get you on the right track.

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Evan is the Ideahaus Community Staff Writer.

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