Study Says Customers Share Bad Customer Service Stories More than Good Ones
Want a quick way to lose your customers? Give them bad customer service, of course!
A new study by Dimensional Research, sponsored by ZenDesk, shows that respondents are more likely to share bad customer service experiences than good ones. Not surprised?
According to a MarketingCharts article:
95% of respondents who have had a bad experience said they told someone about it, compared to 87% who shared a good experience.
In fact, bad experiences were more likely to be shared across each of the social circles identified. Friends or family (in person) were most commonly told, by 81% of those with bad experiences and 72% with good experiences, followed by coworkers (in person – 57% and 40%; respectively).”
Now that social media is such a strong communications channel, people are turning to major sharing sites to broadcast their dismay. Respondents who suffered a bad interaction were 50% more likely to share it on social media than those who had good experiences (45% vs. 30%) and 52% more likely to share it on an online review site such as Yelp (35% vs. 23%).
If your company or organization relies on positive online review sites to generate new business, take note of this: 86% of respondents who have read negative reviews claimed that the information impacted their buying decision!
If you think this problem may go away soon, forget it – 58% of respondents said they are more likely to tell others about customer service experiences now than they were 5 years ago. That figure rises to 61% among Millennials (18-35) and 65% among Gen Xers. It’s growing more prevalent every day.
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