More evidence from the latest Right Now survey indicates that the delivery of a poor customer experience will have a significant impact on both the immediate financial performance of a business and a longer term impact due to negative word of mouth.
Chris Bell Managing Director Customer Experiences a company that specialises in the development of high quality customer experiences said the survey showed that 61 percent of New Zealanders stopped dealing with a business because of a poor customer experience.
Bell said this was just the tip of the iceberg. Organisations must realise that on average customers will tell 8-12 others about the experience, morale and staff turnover can be affected and at the very least employee disengagement will increase.
The survey also highlighted the role social media broadcast is now playing in the business decisions customers are making.
69 percent of those surveyed reported that word of mouth recommendations played a greater role in choosing the business they would deal with, over all other forms of advertising.
Bell said that positive word of mouth is the result of a customer consistently receiving a high quality experience with an organisation. Bell said our reputation is on the line when we recommend to others and we don’t do that lightly which is why word of mouth is so powerful.
For further information – firstname.lastname@example.org www.customerexperiences.co.nz mb 027 2792360