2010 Customer Experience Impact Report
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2010 Customer Experience Impact Report



The 2010 customer experience impact report cited that 82% of consumers have stopped doing business with ...

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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  • Full Name Full Name Comment goes here.
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  • Great read!
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  • Nicely done! It's a great report and well worth a read!

    Not sure if it helps anyone, but I did a presentation that builds on some of these statistics and added some more!!!!

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  • Hi there, I saw that you're working in the CE field in the US. Perhaps my new presentation about CE in 2011 is of interest to you! I would love to hear your comments, cheers!

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  • Excellent - Thanks for this information. I think your numbers are very telling about how customers feel about the companies and stores they do business with. Great information. Again, thank you! Shep Hyken (http://www.TheCustomerFocus.com)
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  • Hi Shep - thanks for your interest. The numbers were part of a Harris Interactive survey sponsored by RightNow. I am attaching the complete methodology below for your reference and you can view the full report along with more insight on the results at http://www.rightnow.com/resource-ra-customer-experience-impact-north-america-2010.php

    This survey was conducted online within the United States between June 30-July 2, 2010 among 2,217 adults (aged 18 and over) by Harris Interactive on behalf of RightNow Technologies via its Quick Query omnibus product. 2009 data was collected online within the United States between September 11-15, 2009 among 2,295 adults. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Where appropriate, this data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.
    All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.
    Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.
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2010 Customer Experience Impact Report Presentation Transcript

  • 1. Customer Experience Impact Report 2010
  • 2. Consumers will pay MORE
    of respondents stated they would be willing to pay
    up to 25% MORE
    to ensure a superior customer experience
  • 3. 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
  • 4. Great Experiences Create Advocates
    55% are willing to recommend a company due to outstanding service, more so than product or price
  • 5. Great Experiences Drive Revenue
    66% of respondents cited Customer Service as the biggest driver for encouraging greater spending
  • 6. One Bad Experience Can Cost You
    of respondents have stopped doing business with an organization due to a poor customer experience
  • 7. 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
  • 8. A Bad Customer Experience Leads to:
    of respondents have taken action as a result of a negative experience and
    79% told others about it
  • 9. Motivation for Telling Others?
    85% wanted to warn others about the pitfalls of doing business with that company
  • 10. Motivation for Telling Others?
    66% wanted to discourage others from buying from that company
  • 11. Motivation for Telling Others?
    55% wanted to vent anger
  • 12. Motivation for Telling Others?
    24% wanted to see if the company would take action to resolve the issue
  • 13. 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%)
  • 14. 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, ONLYgot a response
  • 15. rightnow.com