Negative WOM Means Lost Business 9/24/2008 74% choose companies/brands based on others’ customer care experiences shared online. 1 59% of consumers use social media to vent their frustration about their customer service experience 1 WOM detractors spent $158 less than average 2 1. Tribalization of Business study , 7/28/2008; 2. Satmetrix Study on WOM Economic Impact , 3/26/2008

74% choose companies/brands based on others’ customer care experiences shared online. 1

59% of consumers use social media to vent their frustration about their customer service experience 1

WOM detractors spent $158 less than average 2