It takes a lifetime to earn someone’s trust and a second to destroy it. We’ve all heard sayings like that and the stories that prove it to be true. Seventy-three percent of consumers are likely to abandon a brand after a poor customer experience, according to the results of a nationwide survey conducted by TCN. That figure has jumped significantly in the past two years as consumers’ expectations have ratcheted upwards.
Back in 2021, only 42% of consumers said they would consider leaving a brand after one bad experience. That figure jumped to 66% last year before climbing to 73% this year.
More consumers, especially younger ones, are becoming comfortable with posting reviews of their experiences, whether they be positive or negative. More than 40% of consumers said they have posted an online review about a poor customer service experience (the figure jumps to 75% when you look at members of Generation Z). And more than half of consumers have posted a review of a positive consumer experience, up from 31% two years ago. Some companies are reluctant to ask consumers to post reviews online after positive interactions and this data point should show them that it’s definitely ok to do so.
Speaking to a live agent remains the most popular method of communicating with a company’s customer service department, according to the poll. Fifty-three percent of consumers chose that option, compared with email (52%), and online chats with live agents (45%). The percentage of consumers who preferred speaking with a live agent over the phone actually increased in 2023 from 49% in 2022.
And if you have to put someone on hold, most consumers prefer to listen to pop music over other genres.
A full copy of the survey results are available by clicking here.