Expectation of a good customer experience is rising
Most consumers (80%) claim that they will never go back to doing business with an organisation after a bad customer experience, according to the second annual Customer Experience Impact Report, a Harris Interactive study sponsored by RightNow Technologies. This figure has increased significantly from 2006's score of 68%.
The survey found that service is a significant and growing differentiator for companies, with 51% of consumers citing "outstanding service" as the top reason they continue to do business with companies, and 60% citing "outstanding service" as the top reason for recommending a company.
Physical effects felt Consistent with the previous year's results, the 2007 study found that consumers actually begin to feel sick or become outraged after a bad customer service experience. For example:
- 74% registered a complaint or told others;
- 47% swore and/or shouted;
- 13% posted a negative online review or blog entry;
- 29% got a headache, felt their chest tighten, and/or cried.
Regional attitudes differ The report also noted several regional differences throughout the US in how consumers engage with companies and react to various customer experiences. For example, compared to the average US consumer:
- Midwesterners are more likely to swear, feel their chest tighten or get a headache after a bad customer experience.
- Westerners are more likely to never return to a company or post a negative blog entry/online review after a bad customer experience.
- Southerners are more likely to register a complaint or tell others about their bad customer experience and are least likely to swear.
- North-easterners are least likely to register a complaint, tell others or post a blog entry or online review after a bad customer experience.
The full '2007 Customer Experience Impact Report' has been made available for download from RightNow's web site - click here (free registration required).