Why Each Complaint Can
Impact 67 Potential Customers
survey sponsored by the Department of Consumer Affairs and General
Motors reveals that 70% of all customers never complain about
inferior goods or services. The 30% who do complain will hit the
streets sharing their tale with whomever they encounter. Whether
they evangelize for you or against you is determined by how you
handle their complaint.
According to Paul Timm, author of 50 Powerful Ways to Keep Your
Customers, if that customer remains unhappy, he or she will tell
eleven others about the bad experience. If especially horrific,
those eleven will then each tell five others, resulting in 67 people
buzzing about your incompetence.
the other hand, since studies also reveal that customers tell half
as many people of good experiences, if you satisfy this customer, he
or she will share your heroics with five others who will then each
sing your praises to two others impressing a total of 15 shoppers.
you getting the picture?