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The 2010 customer experience impact report cited that 82% of consumers have stopped doing business with a company as a result of a negative experience. What is different from years past is that companies now understand this phenomenon and have seen the impact that a negative experience can have on its reputation and bottom line (heard of “United Breaks Guitars” anyone?). Companies invest in customer service to avoid bad experiences, but what is the impact of a positive one? The 2010 Customer Experience Impact Report, commissioned by RightNow and conducted by Harris Interactive®, unveiled some significant results on how much consumers are willing to spend to ensure a superior customer experience and the overall influence customer experience has on a company’s top and bottom line.
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© RightNow Technologies, Inc.
Customer Experience Impact Report 2010
Consumers will pay MORE
85%of respondents stated they would be willing to pay
up to 25% MOREto ensure a superior customer experience
Great Experiences Get the Customer!
55% became a customer of a company because of their reputation for great customer service
40% began purchasing from a competitive brand because of their reputation for great customer service
Great Experiences Create Advocates
55% are willing to recommend a company due to outstanding service, more so than product or price
Great Experiences Drive Revenue
66% of respondents cited Customer Service as the biggest driver for encouraging greater spending
One Bad Experience Can Cost You
of respondents have stopped doing business with an organization due to a poor customer experience
82%
Why Did They Stop?
Respondents gave the following as reasons:
73% cited rude staff as the issue
55% cited issues that weren’t resolved in a timely manner
A Bad Customer Experience Leads to:
of respondents have taken action as a result of a negative experience and
79% told others about it
95%
Motivation for Telling Others?
85% wanted to warn others about the pitfalls of doing business with that company
Motivation for Telling Others?
66% wanted to discourage others from buying from that company
Motivation for Telling Others?
55% wanted to vent anger
Motivation for Telling Others?
24% wanted to see if the company would take action to resolve the issue
Returning After a Bad Experience?
92% noted they would consider going back IF:
They received a follow up apology/correction from a supervisor/corporate office (63%)
They were offered a discount (52%)
Shown proof of enhanced customer service (49%)
Impact of Social Networking
58% of respondents expect a response to a comment on a social networking site like Facebook or Twitter
And, even though 42% expect a response within a day, ONLY
got a response 22%
© RightNow Technologies, Inc.
rightnow.com
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