22 shocking customer experience statistics

22 SHOCKING Statistics on Customer Experience and Customer Service

Written by Vivek Jaiswal | Co-founder, Customer Guru

There is no denying the fact that, in today’s world, the leash to the business chariot is in the hands of the customer. In the hope of improving customer experience, companies invest in extensive research on their customers and their behaviour to get to know their customers better. After all, statistics does give a good sense of which way the customer is most likely to swing and how do different types of customers impact the business, and to what extent. I believe Edward Demings says it the best

“Without data, you are just another person with an opinion.”

So, one of Customer Guru’s goal is to educate and persuade business leaders on the importance of customer experience and the criticality of investing in improving customer experience early on. I thought it would be best delivered through a few SHOCKING customer experience statistics! Here they are:

  1. 95% of customers share bad experiences with others. While only 87% of customers share good experiences with others. (Zendesk)
  2. A typical business hears from 4% of its dissatisfied customers. 96% of customers don’t voice complaints while 91% of customers never come back. (“Understanding Customers” by Ruby Newell-Legner)
  3. 72% blame their bad customer service experience on having to explain their problem to multiple people. (Zendesk)
  4. Over 1 million people view tweets about customer service every week. Roughly 80% of those tweets are negative or critical in nature. (Touch Agency
  5. In 2011, 86% of consumers quit doing business with a company because of a bad customer experience. (Customer Experience Impact Report by Harris Interactive/RightNow, 2010)
  6. It takes 12 positive experiences to make up for ONE unresolved negative experience. (“Understanding Customers” by Ruby Newell-Legner)
  7. On average, loyal customers are worth up to 10 times as much as their first purchase. (White House Office of Consumer Affairs)
  8. There is 5-20% probability of selling to a new prospect and 60-70% probability of selling to an existing customer. (Marketing Metrics)
  9. 80% of companies say they deliver “superior” customer service but only 8% of people think these same companies deliver “superior” customer service. (Lee Resources)
  10. It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. (White House Office of Consumer Affairs)
  11. A customer is 4 times more likely to buy from a competitor if the problem is service related vs. price or product related. (Bain & Co.)
  12. 55% of consumers have intended to make a purchase, but backed out because of poor customer service. (American Express- 2012 Global Customer Service Barometer)
  13. 30% of customers share positive reviews on social media. While 45% of customers share negative reviews on social media. (Zendesk)
  14. 63% of consumers read negative reviews on social media. (Zendesk)
  15. 88% are influenced by online customer service reviews when making buying decisions. (Zendesk)
  16. 58% of consumers are more likely to tell others about their customer service experiences than they were 5 years ago. (Zendesk)
  17. Resolve a complaint in the customer’s favour and they will do business with you again 70% of the time. (Lee Resources)
  18. 62% of global consumers have stopped doing business with a brand or organisation due to a poor customer service experience. (2015 Global State of Multichannel Customer Service Report)
  19. Nearly 80% of contact centres say their current customer service systems won’t meet their future needs. (Dimension Data 2015 Global Contact Centre Benchmarking Report)
  20. 41% of consumers expect an e-mail response within six hours. Only 36% of retailers responded that quickly. (Forrester Research Inc., 2008)
  21. According to consumers, customer service agents failed to answer their questions 50% of the time. (Harris Interactive)
  22. For every customer who bothers to complain, 26 other customers remain silent. (White House Office of Consumer Affairs)

There are many more such statistics that would shock you and leave you thinking about your own business; we hope it motivates you to push yourself for the betterment. Please add on more such shocking statistics in our comments section below!