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2010 Customer Experience Impact Report

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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.

Published in: Business
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2010 Customer Experience Impact Report

  1. 1. Customer Experience Impact Report 2010<br />
  2. 2. Consumers will pay MORE<br />85%<br />of respondents stated they would be willing to pay<br />up to 25% MORE<br />to ensure a superior customer experience<br />
  3. 3. Great Experiences Get the Customer!<br />55% became a customer of a company because of their reputation for great customer service<br />40% began purchasing from a competitive brand because of their reputation for great customer service<br />
  4. 4. Great Experiences Create Advocates<br />55% are willing to recommend a company due to outstanding service, more so than product or price<br />
  5. 5. Great Experiences Drive Revenue<br />66% of respondents cited Customer Service as the biggest driver for encouraging greater spending<br />
  6. 6. One Bad Experience Can Cost You<br />82%<br />of respondents have stopped doing business with an organization due to a poor customer experience<br />
  7. 7. Why Did They Stop?<br />Respondents gave the following as reasons:<br />73% cited rude staff as the issue<br />55% cited issues that weren’t resolved in a timely manner<br />
  8. 8. A Bad Customer Experience Leads to:<br />95%<br />of respondents have taken action as a result of a negative experience and <br />79% told others about it<br />
  9. 9. Motivation for Telling Others?<br />85% wanted to warn others about the pitfalls of doing business with that company<br />
  10. 10. Motivation for Telling Others?<br />66% wanted to discourage others from buying from that company<br />
  11. 11. Motivation for Telling Others?<br />55% wanted to vent anger<br />
  12. 12. Motivation for Telling Others?<br />24% wanted to see if the company would take action to resolve the issue<br />
  13. 13. Returning After a Bad Experience?<br />92% noted they would consider going back IF:<br />They received a follow up apology/correction from a supervisor/corporate office (63%)<br />They were offered a discount (52%)<br />Shown proof of enhanced customer service (49%)<br />
  14. 14. Impact of Social Networking<br />58% of respondents expect a response to a comment on a social networking site like Facebook or Twitter<br />And, even though 42% expect a response within a day, ONLYgot a response <br />22%<br />
  15. 15. rightnow.com<br />

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