Every time a company and a customer interact, the customer learns something about the company, and adjusts their behavior based on what they learn. To explore this proposition, Kinesis conducted a survey of 500 consumers asking them to recall an experience with any provider that they found to be particularly positive or negative, and determined how these customer experiences influenced customer behavior.

1. Kinesis CEM, LLC
Changes in Purchase Behavior Based on the Customer Experience
https://blog.kinesis-cem.com/2014/11/20/changes-in-purchase-behavior-based-on-customer-experience-part-1/
https://blog.kinesis-cem.com/2014/11/24/changes-in-word-of-mouth-advertising-based-on-the-customer-experience-part-2/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
Changes in Purchase Behavior
Based on the Customer Experience

2. Every time a company and a
customer interact, the
customer learns something
about the company, and
adjusts their behavior based
on what they learn.
Proposition:

3. Kinesis conducted a survey of
500 consumers asking them to
recall an experience with any
provider that they found to be
particularly positive or
negative, and determined how
these customer experiences
influenced customer behavior.
Research

4. Causes of
Positive
Experiences
55%
60%
70%
72%
0% 20% 40% 60% 80%
Outcome Successful/
Problem Resolved/
Expectations Met
Efficiency of Service/
Not Passed Around to
Multiple People
Pleasantness of
Personnel
Speed of Service/
Problem Resolution

5. Causes of
Negative
Experiences
49%
71%
63%
69%
0% 20% 40% 60% 80%
Outcome Successful/
Problem Resolved/
Expectations Met
Efficiency of Service/
Not Passed Around to
Multiple People
Pleasantness of
Personnel
Speed of Service/
Problem Resolution

6. How Does Behavior
Change as a Result of
the Customer
Experience?
The Question:

7. Changes in
Behavior Based on
Positive
Experiences
14%
32%
36%
54%
0% 20% 40% 60% 80%
No Change
Considered change in
purchase behavior
Told others (Positive or
negative)
Change in purchase
behavior (Buy more or
less)

8. Changes in
Behavior Based on
Negative
Experiences
5%
38%
43%
57%
0% 20% 40% 60% 80%
No Change
Considered change in
purchase behavior
Told others (Positive or
negative)
Change in purchase
behavior (Buy more or
less)

9. 36% Told Others
Word of Mouth as
a Result of
Positive
Experiences
20%
28%
42%
69%
0% 20% 40% 60% 80%
Online Reviews
Online Social Media
Coworkers (Excluding
Online or Social Media)
Friend or family
(Excluding Online or
Social Media)

10. Word of Mouth as
a Result of
Negative
Experiences
33%
47%
54%
80%
0% 20% 40% 60% 80%
Online Reviews
Online Social Media
Coworkers (Excluding
Online or Social Media)
Friend or family
(Excluding Online or
Social Media)
43% Told Others

11. Customers are 1.7 times
more likely to share negative
experiences over positive via
online mediums.
Customers More
Likely to Share
Negative
Experiences Online

12. Approximately 90% of
respondents said their
purchase decisions were
influenced positively (93%)
or negatively (85%) by social
media or word of mouth
reviews.
Word of
Mouth Counts

13. With customer trust at an all
time low, and social media
providing a far reaching
medium of person-to-person
communication, positive
word of mouth is becoming
far more important in terms
of defining the brand.
Social Media is
THE Media