The 2010 customer experience impact report cited that 82% of consumers have stopped doing business with a company as a result of a negative experience. What is different from years past is that companies now understand this phenomenon and have seen the impact that a negative experience can have on its reputation and bottom line (heard of “United Breaks Guitars” anyone?). Companies invest in customer service to avoid bad experiences, but what is the impact of a positive one? The 2010 Customer Experience Impact Report, commissioned by RightNow and conducted by Harris Interactive®, unveiled some significant results on how much consumers are willing to spend to ensure a superior customer experience and the overall influence customer experience has on a company’s top and bottom line.

1. Customer Experience Impact Report 2010

2. Consumers will pay MORE 85% of respondents stated they would be willing to pay up to 25% MORE to ensure a superior customer experience

3. Great Experiences Get the Customer! 55% became a customer of a company because of their reputation for great customer service 40% began purchasing from a competitive brand because of their reputation for great customer service

4. Great Experiences Create Advocates 55% are willing to recommend a company due to outstanding service, more so than product or price

5. Great Experiences Drive Revenue 66% of respondents cited Customer Service as the biggest driver for encouraging greater spending

6. One Bad Experience Can Cost You 82% of respondents have stopped doing business with an organization due to a poor customer experience

7. Why Did They Stop? Respondents gave the following as reasons: 73% cited rude staff as the issue 55% cited issues that weren’t resolved in a timely manner

8. A Bad Customer Experience Leads to: 95% of respondents have taken action as a result of a negative experience and 79% told others about it

9. Motivation for Telling Others? 85% wanted to warn others about the pitfalls of doing business with that company

10. Motivation for Telling Others? 66% wanted to discourage others from buying from that company

11. Motivation for Telling Others? 55% wanted to vent anger

12. Motivation for Telling Others? 24% wanted to see if the company would take action to resolve the issue

13. Returning After a Bad Experience? 92% noted they would consider going back IF: They received a follow up apology/correction from a supervisor/corporate office (63%) They were offered a discount (52%) Shown proof of enhanced customer service (49%)

14. Impact of Social Networking 58% of respondents expect a response to a comment on a social networking site like Facebook or Twitter And, even though 42% expect a response within a day, ONLYgot a response 22%

15. rightnow.com