This infographic on customer experience by the marketing firm Shankman Honig features some eye-opening statistics. For instance:
- In 2012, 20% of customers left a regular service provider due to poor service
- 55% of consumers backed out of an intended purchase because of poor service
- 35% of consumers have lost their temper with a customer service representative in the past year
- 24% of consumers who lost their temper used their social network channels to tell friends about their poor service experience
We all know that bad news is easier to talk about than good news. When was the last time you tuned into the evening news and found a story about something nice? It’s the same personally – people usually find it easier to complain than to compliment and the statistics also bear this out.
On average people with a good customer experience share that experience with 15 people, but someone with a negative experience will share it with 24 others.
What these numbers boil down to is the old business school maxim that it is far harder to find new customers than to keep the ones you already have. In fact, academics estimate that it costs five times as much to win new customers as it does to just keep your existing customers happy – so why not consider investing a little more in making the customer experience better? It’s a sound investment according to these figures.
Photo by Meena Kadri licensed under Creative Commons