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Customer Experience Impact: North America 2010 Report

RightNow Technologies
RightNow Technologies
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The fifth annual 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 RightNow 2010 Customer Experience Impact Report 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.

Customer Experience Impact: North America 2010 Report

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Customer
                                    Experience
                                    Report
                                    NORTH
                                    AMERICA
                                     2010



Sponsored by RightNow®




                         ©2010 RightNow Technologies. All rights reserved. RightNow and RightNow logo are trademarks of
                         RightNow Technologies Inc. All other trademarks are the property of their respective owners. 1009
Customer Experience Report North America



               When you have a bad experience,
               you don’t go back.
               This has been a mainstay result from the Customer Experience Impact Report (CEI).
               The fifth annual 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.

               CONSUMERS WILL PAY MORE FOR A GREAT CUSTOMER EXPERIENCE
               Coming out of a recession, consumers are being more thoughtful about how they
               are spending their money; however, research shows that a great experience not only
               influences where they chose to buy…
                 ·   55% became a customer of a company because of their reputation for great
                     customer service
                 ·   40% began purchasing from a competitive brand simply because of their
                     reputation for great customer service

               …but also how much they chose to spend! 85% of consumers said they would be
               willing to pay more over the standard price in order to ensure a superior customer
               experience.
                 ·   76% would pay 5% or more
                 ·   55% would pay 10% or more
                 ·   27% would pay 15% or more
                 ·   18% would pay 20% or more
                 ·   10% would pay 25% or more




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Customer Experience Report North America

              And these numbers stack up to make quite an impact. For example, the US airline
              industry could make an additional $10.6 billion in revenue this year if they could
              guarantee a superior customer experience 1. That is more then five times the predicted
              deficit that plagues the industry today. In an industry that is struggling to recover,
              customer service could have a very positive influence on individual airlines and the
              industry as a whole.


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              WORD OF MOUTH IS MIGHTIER THAN THE SWORD
              Consumers aren’t only demonstrating their power with their wallets, but they are
              influencing those around them as well. Whether a consumer has a positive or negative
              experience, their friends, family, colleagues and networks are sure to hear about it and
              what they are saying carries weight.                                                                            FAST FACT



                                                                                                                                         55%
                             Customer service is the most influential thing a company can do to increase
                             customer advocacy. 55% (up from 53% in 2009) of consumers recommend a
                             company because of its customer service, compared to products at 49% and
                                                                                                                              of consumers recommend
                             price at 42%.
                                                                                                                              a company because of its
              But those who have issues are also voicing their opinions and it can have a severe                              customer service
              impact on a company’s reputation and ultimately bottom line. Imagine the result
              of 66% of a company’s frustrated customers on a mission to discourage others from
              buying from that company. Consumers aren’t just complaining when something goes                                 FAST FACT



                                                                                                                                         79%
              wrong, they are determined to have their presence felt by the company at fault:

                   ·    79% of consumers that had a negative experience with a company told others
                        about it
                                                                                                                              of consumers that had a
                   ·    97% used word of mouth as their preferred method to share their experience                            negative experience with
                                                                                                                              a company told others
                                                                                                                              about it
 1
  These calculations were done by RightNow based on the results from Harris Survey and predicted US
 Airline revenue for 2010 by the Bureau of Transportation Statics

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Customer Experience Report North America

   The biggest reason for telling others?
      ·   85% wanted to warn others about the pitfalls of doing business with that
          company
      ·   66% wanted to discourage others from buying from that company
      ·   55% wanted to vent anger or disappointment
      ·   24% wanted to see if the company would take action to resolve their issue            FAST FACT

   However, all hope isn’t lost if a company makes a misstep. In today’s transparent
   environment, owning up to your mistake and taking action yields positive results.
   92% of consumers said they would be willing to go back to a company after a
                                                                                                    92%
                                                                                               of consumers said they
                                                                                               would be willing to go
   negative experience if they                                                                 back to a company after
      ·   Received a follow up apology/correction from a supervisor/head office (63%)          a negative experience if
                                                                                               they
      ·   Were offered a discount (52%)
                                                                                               •   Received a follow up
      ·   Or were offered proof of enhanced customer service (49%)                                 apology/correction from
                                                                                                   a supervisor/head office
   CUSTOMER SERVICE, THE SECRET WEAPON FOR DRIVING REVENUE
                                                                                               •   Were offered a discount
   Companies spend billions on advertising and marketing, yet word of mouth remains
   the most powerful vehicle for influencing one’s purchasing decisions. 76% of                •   Were offered proof of
                                                                                                   enhanced customer
   consumers said word of mouth most influenced their purchasing decisions, followed
                                                                                                   service
   by customer reviews and online feedback at 49%, product review web sites at 41%,
   magazine articles at 23% and reputation on social networking sites like Facebook, Twitter
   and Youtube at 7%.
   It’s apparent that consumers are listening to what their friends are saying and it is
   influencing what and where they buy. The results beg the question of the impact
   companies could have on their bottom line if they prioritized customer experience
   investments above traditional sales and marketing spend.
   When asked how companies can encourage consumers to spend more,                             FAST FACT

      ·
      ·
          66% said improved customer service
          61% said accessible information and availability for questions before making a
          purchase
                                                                                                    66%
                                                                                               of consumers said
                                                                                               improved customer
      ·   23% said a tailored shopping experience
                                                                                               service would encourage
                                                                                               increased spending




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Customer Experience Report North America

   WHAT MAKES A GREAT EXPERIENCE?
   Consumer expectations continue to rise, but their requests are reasonable and within
   reach. Put simply, consumers want easily accessible, accurate information to make well
   informed buying decisions. And they want to be respected, treated well, and have their
   issues resolved in a timely fashion.
   Of those who decided to stop doing business with an organization,
      ·   73% was a reaction to rude staff
      ·   51% reacted to unknowledgeable staff
      ·   55% were because of issues that weren’t resolved in a timely manner
   Consumers expect to be able to engage with companies via several channels at their
   convenience. Most preferred engaging with a live phone agent at 77% or via email at 61%.
                                                                                                 FAST FACT



                                                                                                      58%
   And when they reach out, they would prefer a response—58% of respondents would like
   the company to respond if they left a comment on a social networking site like Facebook
   or Twitter.
                                                                                                 of respondents would like
      ·   42% expect a response within a day
                                                                                                 the company to respond if
      ·   39% within a week                                                                      they left a comment on a
      ·   7% within an hour                                                                      social networking site



                                                                                                      but
      ·   2% within a minute

   But only 22% of those who actually did leave a comment on a social networking site got
   a response.
                                                                                                 ONLY



                                                                                                      22%
   Overall, this year’s findings conclude that the impact of a customer’s experience, whether
   positive or negative, can have a lasting affect on a company’s brand and top and bottom
   line. Great customer service is no longer a “nice to have,” but a critical component to the
   success of any business.
                                                                                                 of consumers who left
                                                                                                 a comment on a social
                                                                                                 networking site got
                                                                                                 a response from the
                                                                                                 company




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         ABOUT RIGHTNOW
         RightNow is helping rid the world of bad experiences one consumer interaction
         at a time, eight million times a day. RightNow CX, the customer experience suite,
         helps organizations deliver exceptional customer experiences across the web, social
         networks and contact centers, all delivered via the cloud. With more than ten billion
         customer interactions delivered, RightNow is the customer experience fabric for
         nearly 2000 organizations around the globe. To learn more about RightNow, go to
         www.rightnow.com.
         RightNow is a registered trademark of RightNow Technologies, Inc.

         METHODOLOGY
         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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Customer Experience Impact: North America 2010 Report

  • 1. Customer Experience Report NORTH AMERICA 2010 Sponsored by RightNow® ©2010 RightNow Technologies. All rights reserved. RightNow and RightNow logo are trademarks of RightNow Technologies Inc. All other trademarks are the property of their respective owners. 1009
  • 2. Customer Experience Report North America When you have a bad experience, you don’t go back. This has been a mainstay result from the Customer Experience Impact Report (CEI). The fifth annual 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. CONSUMERS WILL PAY MORE FOR A GREAT CUSTOMER EXPERIENCE Coming out of a recession, consumers are being more thoughtful about how they are spending their money; however, research shows that a great experience not only influences where they chose to buy… · 55% became a customer of a company because of their reputation for great customer service · 40% began purchasing from a competitive brand simply because of their reputation for great customer service …but also how much they chose to spend! 85% of consumers said they would be willing to pay more over the standard price in order to ensure a superior customer experience. · 76% would pay 5% or more · 55% would pay 10% or more · 27% would pay 15% or more · 18% would pay 20% or more · 10% would pay 25% or more 1 www.rightnow.com Share This
  • 3. Customer Experience Report North America And these numbers stack up to make quite an impact. For example, the US airline industry could make an additional $10.6 billion in revenue this year if they could guarantee a superior customer experience 1. That is more then five times the predicted deficit that plagues the industry today. In an industry that is struggling to recover, customer service could have a very positive influence on individual airlines and the industry as a whole. D&'()*#+($7&),/$"12#$(8#'- !"#$%&'()*#+$#,#%-+&'.%($ ;BC !"#$>?$1.+,.'#$.'/)(-+0$%&),/$*1@#$1'$1//.-.&'1, ;65:<$3.,,.&' *.,,.&'$ .'/)(-+0$%&),/$.'%+#1(#$+#2#')#$30 -".($0#1+$30$.*8+&2.'A$%)(-&*#+$#98#+.#'%#: $*&+# ;6<:=$3.,,.&' .'$4565$7.-"$()8#+.&+$%)(-&*#+$#98#+.#'%#: E&+$()8#+.&+$%)(-&*#+$#98#+.#'%#$,1(-$D03#+$F&'/10: WORD OF MOUTH IS MIGHTIER THAN THE SWORD Consumers aren’t only demonstrating their power with their wallets, but they are influencing those around them as well. Whether a consumer has a positive or negative experience, their friends, family, colleagues and networks are sure to hear about it and what they are saying carries weight. FAST FACT 55% Customer service is the most influential thing a company can do to increase customer advocacy. 55% (up from 53% in 2009) of consumers recommend a company because of its customer service, compared to products at 49% and of consumers recommend price at 42%. a company because of its But those who have issues are also voicing their opinions and it can have a severe customer service impact on a company’s reputation and ultimately bottom line. Imagine the result of 66% of a company’s frustrated customers on a mission to discourage others from buying from that company. Consumers aren’t just complaining when something goes FAST FACT 79% wrong, they are determined to have their presence felt by the company at fault: · 79% of consumers that had a negative experience with a company told others about it of consumers that had a · 97% used word of mouth as their preferred method to share their experience negative experience with a company told others about it 1 These calculations were done by RightNow based on the results from Harris Survey and predicted US Airline revenue for 2010 by the Bureau of Transportation Statics 2 www.rightnow.com Share This
  • 4. Customer Experience Report North America The biggest reason for telling others? · 85% wanted to warn others about the pitfalls of doing business with that company · 66% wanted to discourage others from buying from that company · 55% wanted to vent anger or disappointment · 24% wanted to see if the company would take action to resolve their issue FAST FACT However, all hope isn’t lost if a company makes a misstep. In today’s transparent environment, owning up to your mistake and taking action yields positive results. 92% of consumers said they would be willing to go back to a company after a 92% of consumers said they would be willing to go negative experience if they back to a company after · Received a follow up apology/correction from a supervisor/head office (63%) a negative experience if they · Were offered a discount (52%) • Received a follow up · Or were offered proof of enhanced customer service (49%) apology/correction from a supervisor/head office CUSTOMER SERVICE, THE SECRET WEAPON FOR DRIVING REVENUE • Were offered a discount Companies spend billions on advertising and marketing, yet word of mouth remains the most powerful vehicle for influencing one’s purchasing decisions. 76% of • Were offered proof of enhanced customer consumers said word of mouth most influenced their purchasing decisions, followed service by customer reviews and online feedback at 49%, product review web sites at 41%, magazine articles at 23% and reputation on social networking sites like Facebook, Twitter and Youtube at 7%. It’s apparent that consumers are listening to what their friends are saying and it is influencing what and where they buy. The results beg the question of the impact companies could have on their bottom line if they prioritized customer experience investments above traditional sales and marketing spend. When asked how companies can encourage consumers to spend more, FAST FACT · · 66% said improved customer service 61% said accessible information and availability for questions before making a purchase 66% of consumers said improved customer · 23% said a tailored shopping experience service would encourage increased spending 3 www.rightnow.com Share This
  • 5. Customer Experience Report North America WHAT MAKES A GREAT EXPERIENCE? Consumer expectations continue to rise, but their requests are reasonable and within reach. Put simply, consumers want easily accessible, accurate information to make well informed buying decisions. And they want to be respected, treated well, and have their issues resolved in a timely fashion. Of those who decided to stop doing business with an organization, · 73% was a reaction to rude staff · 51% reacted to unknowledgeable staff · 55% were because of issues that weren’t resolved in a timely manner Consumers expect to be able to engage with companies via several channels at their convenience. Most preferred engaging with a live phone agent at 77% or via email at 61%. FAST FACT 58% And when they reach out, they would prefer a response—58% of respondents would like the company to respond if they left a comment on a social networking site like Facebook or Twitter. of respondents would like · 42% expect a response within a day the company to respond if · 39% within a week they left a comment on a · 7% within an hour social networking site but · 2% within a minute But only 22% of those who actually did leave a comment on a social networking site got a response. ONLY 22% Overall, this year’s findings conclude that the impact of a customer’s experience, whether positive or negative, can have a lasting affect on a company’s brand and top and bottom line. Great customer service is no longer a “nice to have,” but a critical component to the success of any business. of consumers who left a comment on a social networking site got a response from the company 4 www.rightnow.com Share This
  • 6. Customer Experience Report North America ABOUT RIGHTNOW RightNow is helping rid the world of bad experiences one consumer interaction at a time, eight million times a day. RightNow CX, the customer experience suite, helps organizations deliver exceptional customer experiences across the web, social networks and contact centers, all delivered via the cloud. With more than ten billion customer interactions delivered, RightNow is the customer experience fabric for nearly 2000 organizations around the globe. To learn more about RightNow, go to www.rightnow.com. RightNow is a registered trademark of RightNow Technologies, Inc. METHODOLOGY 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. 5 www.rightnow.com Share This