Unhappy Customers

An unhappy customer will tell between 9 and 15 people about their bad experience. A whopping 13% will tell more than 20 people.
Source: White House Office of Consumer Affairs, Washington, DC )

For every customer who complains to you, there are 26 other unhappy customers who didn’t tell you about it.
( Source: Lee Resource Inc ).

It takes 12 positive experiences to make up for one negative experience
( Source: “Understanding Customers” by Ruby Newell-Legner )

These are some pretty scary numbers.  If one person complains to you, this means:

  • You actually have 27 unhappy customers
  • Between them, they’ve told maybe 400 others about their bad experience with you

Is this the kind of word-of-mouth advertising you rely on?

About Brendon

Brendon is the main guy at Tailored Web Services. He's a best selling author, has cycled across Australia, kissed Errol Flynn's old girlfriend, sold one zillion ugg boots and is a plain talking Aussie guy.

He can be found on Twitter, Google+ and Facebook.


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