While 46% of American consumers say they always tell others about good service experiences, an even greater number say they talk about poor service experiences, according to the American Express 2014 Global Customer Service Barometer. In fact, 60% said they always share the bad experiences, and they tell nearly three times as many people (an average of 21 people vs. 8 people).
It’s more strong evidence that marketers need a thorough understanding of customer service performance.
“People are going to talk about your service, one way or another, so what do you want them to be saying?” said Kelly Fisher, Senior Vice President, Relationship Care Strategy, American Express. “In an environment where the recommendation of a friend is so important in driving a consumer’s purchasing decisions, creating good service experiences is extremely important.”
Nine in ten consumers say they tell others face-to-face about their service experiences – good or bad, according to the study. …