Good – and bad – customer service interactions affect brand loyalty,according to [PDF] results from a survey of more than 1,000 individuals who have had experiences with the customer service of a mid-sized company. The survey, conducted by Dimensional Research and sponsored by ZenDesk, found that 62% of B2B and 42% of B2C customers purchased more after a good experience, while 66% and 52% respectively stopped making purchases after a bad experience. Companies beware: respondents reported being more likely to share bad than good experiences.
Overall, 95% of respondents who have had a bad experience said they told someone about it, compared to 87% who shared a good experience. In fact, bad experiences were more likely to be shared across each of the social circles identified. Friends or family (in person) were most commonly told, by 81% of those with bad experiences and 72% with good experiences, followed by coworkers (in person – 57% and 40%; respectively). Read the rest at MarketingCharts.
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