I’ve just seen some really interesting results in an article in the March Edition of The Customer Experience Journal from Bruce Temkin across at the Temkin Group, a US a customer experience research and consulting firm.
The article is a digest of stuff that is going on with the Temkin Group, notable stuff in the world of customer experience and previews new research that they are producing.
Their most recent piece of research is called: How Consumers Give Feedback (the full report will cost you $195). Through their research they were able to survey 6,000 US consumers about how they most frequently gave feedback about Very Good and Very Bad experiences. Analysing their response, they found that when customers have a Very Good or a Very Bad experience with a business they found that they most frequently tell their friends about that experience via email, phone or in-person.
I’m not sure that is a real surprise.
There is a caveat here that this data is for US consumers but I do believe that there are some broad parallels that can be drawn for many ‘western’ businesses. Check out the summary results in the graphic below:
However, what I do think is interesting is some of the other results where they show
The last two are the ones that trouble me.
What do you think? I’d love to hear your thoughts in the comments below.
Thanks to Katie Tegtmeyer for the image.