Here’s a trailer for my upcoming session at ClickZ Live in New York City.
Erik Saas just wrote a piece regarding a couple of surveys showing that consumers are highly likely to share a bad experience with their networks. This has long been reported as the case but perhaps somewhat ignored by many companies?
A study by Kaset International found:
- 96% of unhappy customers never complain
- 91% will not buy again or use your service
- An unhappy customer will tell nine others about their bad experience
- 13% of unhappy customers will tell 20 or more people
While this survey is over five years old, the data is still profound. In fact, the 13% figure is probably much higher today, than when this report was released, primarily due to social media.
What can you do? For starters, you need to be listening, which involves monitoring your brand not just in social communities, but on the entire ‘net.
Once you start listening you’ll be able to address issues more proactively and target areas of your business that need improvement. It really is THAT EASY. The improvement may actually be the hard part!
Here’s that article: