How your customers interact with and experience your brand should not be ignored. Companies that promote the customer experience report higher customer referral rates and customer satisfaction. But it doesn’t take much for a failure to take place, a SDL global report shows that roughly 3 in 4 consumers surveyed across 9 countries have experienced their worst customer experience in the past 2 years. When a bad customer experience happens, 64 percent will stop recommending the organization, start looking for an alternative brand or actively disparage the company via word of mouth, social media or other online channels. Some of the more frustrating reasons involve the long waits, poor response times, poorly empowered, agents who cannot answer the questions and poorly trained. The good news is that 82% of customers are interested in fixing the problem, meaning that there is chance to re-engage with those customers. What can contribute?
The study finds that customers who had returned to a company post-failure were most likely to attribute that to:
Far fewer (8%) said they had returned to the company in question because it showed them how they had improved their business as a result of the experience. This appears to be a minor influence on consumers, despite the sample overall indicating that this would win them back.
In other interesting results from the survey: