For the most part, humans are anti-confrontational by nature (with the exception of people like Mike Tyson or Simon Cowell). Because of this, very few people will make the time to actually complain about something when they are unhappy. Think about it – the last time your order at the drive-thru was wrong, did you pull over, go back in and complain? When Netflix has a problem syncing the audio with the video, did you call Netflix to complain, or did you go watch another show? The last time you had bad service at a restaurant, did you just leave a weak tip and never return, or did you speak up?
Unfortunately, the data suggests that 96% of unhappy customers will not complain about their service to management…
…BUT the thing you need to worry about as a business owner is that although unhappy customers are unlikely to tell management about their dissatisfaction, they are more than happy to tell their friends about it. Research tells us that unhappy customers will tell up to 15 people about their bad experience.
Cue the infographic…
Bottom Line – making it easy for your customers to provide feedback is the key to making sure not only that you know when there’s a problem, but also that your happy customers have an easy way to shout your praises.
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