A company loses 65 percent of revenue customer in the following year from a customer disappointed with his experience with the brand – such results are revealed by the new global survey from SDL.
Customer experience is vital for the brand these days, and failures in this area never go unnoticed. The survey examined how, why, and when customers are unsatisfied with service and how to win back a customer should a negative experience occur. The number of respondents reached 3 000 people from 9 countries.
“Consumers have high expectations for brands today and little patience for a break-down in experience,” said Paige O’Neill, CMO, SDL. “While the good is expected, the bad will go viral. Keeping this in mind, organizations must have an integrated strategy in place that caters to each individual consumer and empowers employees to meet customers’ needs.”
It turned out, that while shopping online, the most common problem that causes negative customer experience is poor response time. One third of customers came across employees who are simply not empowered to help. Almost the same number of clients complain about poorly trained staff and receiving inaccurate information.
The findings also show that it doesn’t take much for a failure to take place: most of the CX failures take place before the customer even buys, and about a quarter of “horrible” customer experience cases required less than an hour’s time.
The consequences of a major CX failure can be more than serious for the brand. Two out of three clients say that they will stop recommending the organization, 30% will start looking for an alternative brand, and every tenth outraged customer will try to destroy the company’s reputation via social media or other online channels.
Bringing a customer back, however, isn’t as hard as it may seem. More than a half of the clients say that a genuine and personal apology, admitting the failure and a refund for the unsuccessful purchase would suffice to make them change their opinion about the company. 
82% of customers claim that they are always ready for dialogue and want to solve the problem together with the brand representatives. However, if this doesn’t work out from the first time, only every fifth client would stay with the company. What is more, about a half of retained clients will become less loyal than before their negative CX.
It is also interesting to know, that in case of a CX failure customers tend to blame people working in the organization, while appositive CX is usually associated with technologies used.
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