US Consumers Twice as Likely to Share Bad Service Experiences than UK Counterparts

New research from NewVoiceMedia reveals that US consumers are twice as likely to share bad customer service experiences than those in the UK,  whereas Brits are more inclined to recommend a company following a positive interaction.

Following an inadequate experience, half (49 percent) of US consumers will tell friends and colleagues not to use the business (27 percent UK); and thanks to social media, forums and review channels, the modern consumer has a convenient public platform at their fingertips to spread negative sentiment about a business online. NewVoiceMedia, a provider of cloud contact center solutions, found that nearly 60 percent (59.3 percent) of US 25-34 year-olds seek revenge online, compared with 39 percent of their UK counterparts.

Americans are also twice as likely to choose social media as the most effective way of resolving a problem (14 percent versus 7 percent UK). For Gen Y and millennials (those aged 16 to 34), this figure soared to 28 percent, with Facebook proving to be the favored social network for interacting with businesses. One respondent explained, “The risk of getting other people's attention will cause the service providers to act quickly”. In both regions, women are more patient than men when it comes to bad interactions, yet much more likely to head online to complain about a company (36 percent US and 19 percent UK).

However, the significance consumers place on excellent service presents opportunities as well as threats, as organizations can boost their business by getting it right. 71 percent of UK consumers will recommend a company following a positive experience (69 percent in the US) and 72 percent of overall respondents said that good service had a considerable influence on their loyalty. US customers are more likely to spend more money with the business as a result (42 percent versus 34 percent UK).

It is even possible to turn complainants into advocates by prioritizing the service they receive through other channels. NewVoiceMedia offers social media routing through its cloud contact center solution ContactWorld which integrates and enables agents to identify callers with specific social media data before their call is answered and prioritize accordingly.

“While it is damaging to a brand when customers tell friends and family if they are dissatisfied with service they’ve received, it’s not nearly as powerful and immediate as those who take their complaints online; particularly as consumers are increasingly turning online to read about others’ experiences before choosing a product or supplier,” Jonathan Gale, CEO at NewVoiceMedia, said in a statement. “Over the next few years we expect to see these statistics soar as the younger generation matures.

“Customers want personalized and engaging experiences every time, through every channel. Great customer experience is the critical differentiator and by doing it well, organizations can drive the customer acquisition, retention and efficiency that make leading companies successful.”