1.
THE COST OF
Unhappy Customers
We are living in the age of the empowered customer -- a
time when a single Facebook post or tweet can dramatically
impact a company. While positive customer experiences
broadcasted online can reach more people than a Super
Bowl ad, negative customer experiences spread even faster
and more broadly, with possibly devastating effects on your
business. The reality is that unhappy customers are costly --
but they don’t have to be if your company takes the right
approach. Engage with your empowered customers through
continuous, long-term collaboration and unlock their potential
as valuable assets to your company!
Customers are 3X more
likely to tell their friends
about a negative experience.
It takes 12 positive experiences
to make up for one unresolved
negative experience.
80% Of people will
not buy from a business that
has negative reviews. It takes 10
to 12 positive reviews to offset
one negative review.
According to Google,
businesses with reviews
of 3 or more stars get
87% of the clicks!
Seattle restaurants reported
5-9% revenue GAINS
following one-star increases
on Yelp.
1.3 TRILLION = the amount up for grabs in the U.S. consumer market
51% = customers who switched businesses due to poor experiences
81% = customers who switched say the company could have prevented it
1.3 TRILLION * 51% * 81%
$537,030,000,000 = the annual cost of unhappy customers
Musician David Caroll witnessed as United Airlines
employees tossed his guitar on the tarmac during the
unloading process. The guitar, worth $3500, broke at the
neck. Dave asked United Airlines to pay for repairs, but it
refused.
After 9 months of pleas and refusals, Dave wrote a song
and produced a music video on YouTube. The song,
“United Breaks Guitars,” has nearly 14 million views
to date.
The result?
Within 4 weeks of the video’s release, United’s stock fell 10%,
a value of $180 million!
AN UNHAPPY CUSTOMER IGNITES
POLICY CHANGE (ANOTHER TRUE STORY)
When Bank of America announced it would begin charging
a $5 monthly debit fee, Molly Katchpole started an online
petition.
More than 300,000 people signed Molly’s petition. As
a result, Bank of America apologized and removed the fee!
Hotel and wireless businesses
that improve their
customer experience
scores by 10% exceed $1
Billion in aggregate revenue.
Customers whose
issues are resolved by
businesses tell 4-6
people about their
positive experience.
Focus on a great customer experience across all company
departments. Dig into your customer demographics, know their specific
preferences, and deliver on those preferences.
Engage regularly with your customers through two-way dialogue. Involve
customers in various stages of your business -- research, prototyping, testing,
pricing -- and establish longer-term interactions through customer insight
communities.
Provide consistently excellent service and support through your
customers’ preferred channels.
Read the Customer Revolution Manifesto to learn how the
empowered customer can be an asset for your business.
www.visioncritical.com/manifesto
THE MATH BEHIND
UNHAPPY CUSTOMERS
THE MATH BEHIND
UNHAPPY CUSTOMERS
Unhappy customers are big losses for some companies and big opportunities for others.
CUSTOMER HAPPINESS IS
A GOLDEN OPPORTUNITY
CUSTOMER HAPPINESS IS
A GOLDEN OPPORTUNITY
Happy customers boost your company’s bottom line.
THE FORMULA FOR CUSTOMER HAPPINESSTHE FORMULA FOR CUSTOMER HAPPINESS
Three Guiding Principles For Your Business.
Remember: It costs 6-7
times more to acquire a
new customer than to
retain an existing one.
“Totally Satisfied”
customers contribute 14
times more revenue than
“Somewhat Dissatisfied”
customers
“Totally Satisfied” customers
contribute 2.6 times more revenue
than “Somewhat Satisfied”
customers.
HOW ONE UNHAPPY CUSTOMER
COST A COMPANY $180 MILLION
The True Story of a Man, a Guitar, and an Airline
Mobile and social platforms make it easy for customers
to share their experiences to wide audiences.
Sources:
https://www.linkedin.com/today/post/article/20130604134550-284615-15-statistics-that-should-change-the-business-world-but-haven-t_
http://www.businessweek.com/articles/2013-10-22/angry-customers-cost-companies-5-dot-9-trillion
http://www.thewebsmithgroup.com/you-just-lost-a-customer/
http://www.oracle.com/us/corporate/analystreports/forrester-future-customer-service-1603792.pdf
http://blogs.aberdeen.com/contact-center-customer-experience-management/day-in-the-life-of-an-empowered-customer-leveling-the-playi
ng-field/#sthash.cy774Lt2.dpf
http://sentium.com/a-public-relations-disaster-how-saving-1200-cost-united-airlines-10772839-negative-views-on-youtube/
http://mediamiser.com/wp-content/uploads/2013/03/United_Breaks_Guitars_Report.pdf
http://sentium.com/a-public-relations-disaster-how-saving-1200-cost-united-airlines-10772839-negative-views-on-youtube/
http://usatoday30.usatoday.com/money/industries/banking/story/2011-11-03/part-time-nanny-bank-of-america-fee/51065064/1
http://www.slideshare.net/forrester/the-businessimpactofcx
AN UNHAPPY CUSTOMER
IS AN INFLUENTIAL ONE
AN UNHAPPY CUSTOMER
IS AN INFLUENTIAL ONE
90% of companies say
customer experience is a top
strategic priority, yet only 3%
manage to deliver an excellent
customer experience.
Only 27% of companies know
the makeup of its customers'
households, and only 29% know
when its customers are most
likely to purchase.
59% of customers would be
willing to try a new brand to
get better customer service.
DO YOU KNOW THE COST OF UNHAPPY CUSTOMERS TO YOUR COMPANY?
The opportunity cost of satisfied customers