Useful facts and figures about customer experience

Facts and figures about customer experience

If you are anything like me you are constantly on the lookout for useful facts, stats and figures about customer experience to include in a business case or to quote when discussing customer experience with your peers, colleagues etc.

Below is a compiled list of some of the useful facts and figures published by CustomerGuru – please note though that it is largely American centric:

  1. 62% of global consumers have stopped doing business with a brand or organisation due to a poor customer service experience. (2015 Global State of Multichannel Customer Service Report)
  2. 88% are influenced by online customer service reviews when making buying decisions. (Zendesk)
  3. 95% of customers share bad experiences with others. While only 87% of customers share good experiences with others. (Zendesk)
  4. A typical business hears from 4% of its dissatisfied customers. 96% of customers don’t voice complaints while 91% of customers never come back. (“Understanding Customers” by Ruby Newell-Legner)
  5. 72% blame their bad customer service experience on having to explain their problem to multiple people. (Zendesk)
  6. Over 1 million people view tweets about customer service every week. Roughly 80% of those tweets are negative or critical in nature. (Touch Agency)
  7. It takes 12 positive experiences to make up for ONE unresolved negative experience. (“Understanding Customers” by Ruby Newell-Legner)
  8. On average, loyal customers are worth up to 10 times as much as their first purchase. (White House Office of Consumer Affairs)
  9. There is 5-20% probability of selling to a new prospect and 60-70% probability of selling to an existing customer. (Marketing Metrics)
  10. 80% of companies say they deliver “superior” customer service but only 8% of people think these same companies deliver “superior” customer service. (Lee Resources)
  11. It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. (White House Office of Consumer Affairs)
  12. A customer is 4 times more likely to buy from a competitor if the problem is service-related vs. price or product-related. (Bain & Co.)
  13. 30% of customers share positive reviews on social media. While 45% of customers share negative reviews on social media. (Zendesk)
  14. 63% of consumers read negative reviews on social media. (Zendesk)
  15. 58% of consumers are more likely to tell others about their customer service experiences than they were 5 years ago. (Zendesk)
  16. Resolve a complaint in the customer’s favour and they will do business with you again 70% of the time. (Lee Resources)
  17. Nearly 80% of contact centres say their current customer service systems won’t meet their future needs. (Dimension Data 2015 Global Contact Centre Benchmarking Report)
  18. According to consumers, customer service agents failed to answer their questions 50% of the time. (Harris Interactive)
  19. For every customer who bothers to complain, 26 other customers remain silent. (White House Office of Consumer Affairs)

Recommended further reading: 9 Predictions of the customer service future

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