Customer Experience Rules: 15 Stats

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Bad phone call CC 2.0Editor’s note: Increasingly, marketing experts are emphasizing the value of paying attention to the complete customer experience, as opposed to a more narrow focus on lead generation and qualification.  Colin Shaw is founder & CEO of Beyond Philosophy, one of the world’s first organizations devoted to customer experience. Colin recently commented on a blog post (“50 Facts About Customer Experience”) in Return on Behavior Magazine, and called out the 15 statistics he thought most important. We thought you’d be interested. Colin writes:

15 Statistics That Should Change The Business World – But Haven’t

It still surprises me, even in this day and age, how many people still need convincing that improving the Customer Experience will generate revenue and save costs. As I read “50 Facts About Customer Experience”, which highlights many stats from reputable sources clearly showing that improving your Customer Experience drives revenues and save costs, I wondered why people still question this.

Here are my top 15 favorite stats from this list:

1. Price is not the main reason for customer churn, it is actually due to the overall poor quality of customer service – Accenture global customer satisfaction report 2008.

2. A customer is four times more likely to defect to a competitor if the problem is service-related than price- or product-related – Bain & Company.

3. The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics.

4. For every customer complaint there are 26 other unhappy customers who have remained silent –Lee Resource.

5. A 2% increase in customer retention has the same effect as decreasing costs by 10% – Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy.

6. 96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1Financial Training services.

7. A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. – White House Office of Consumer Affairs.

8. Happy customers who get their issue resolved tell about 4-6 people about their experience. – White House Office of Consumer Affair.

9. 70% of buying experiences are based on how the customer feels they are being treated – McKinsey.

10. 55% of customers would pay extra to guarantee a better service – Defaqto research.

11. Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, compared to ‘only’ giving you a score of 4.8. – TeleFaction data research.

12. It takes 12 positive experiences to make up for one unresolved negative experience – “Understanding Customers” by Ruby Newell-Legner.

13. A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & Company.

14. It costs 6–7 times more to acquire a new customer than retain an existing one – Bain & Company.

15. eCommerce spending by new customers is on average $24.50, compared to $52.50 for repeat customers – McKinsey.

So my question to you is this: with this weight of evidence, why do organizations still not truly focus on improving the Customer Experience?

Colin Casual cropped into head shot 100 dpiColin Shaw, CEO of Beyond Philosophy, is an international author of four best-selling books and recognized as a Business Influencer by LinkedIn. Beyond Philosophy provide consulting, specialized research & training from offices in Atlanta, Georgia and London, England. Follow Colin Shaw on Twitter: @ColinShaw

“Bad phone call?” image by Marc Davis, used under a Creative Commons 2.0 license.