The Impact of Customer Service on Consumer Behavior

According to a recent survey from Dimensional Research and ZenDesk that studied more than 1,000 people, the quality of individual customer service experiences can have a profound impact on consumer behavior. The study found that 62 percent of business-to-business customers (B2B) and 42 percent of business-to-consumer (B2C) buyers make more purchases after having a good experience with a company. On the other hand, 66 percent of B2B and 52 percent of B2C customers stop purchasing from a particular brand when they have a negative experience.

Consumers who had bad experiences were also much more likely to share their stories with family, friends, and coworkers. 95 percent of those surveyed said that they will tell someone else when they have bad experiences, in comparison to 87 percent of survey respondents who said that they were likely to share their good experiences. Additionally, 45 percent of respondents were likely to share their negative experiences on social media in comparison to just 30 percent who would share a positive experience.

35 percent of people would also take the time to post their stories on review sites like Yelp, while only 23 percent of respondents were likely to take the time to write a positive review. If those figures aren’t startling enough, consider the fact that 86 percent of those surveyed reported that reading a negative review online could have an impact on their buying decisions.

This study points to the importance of delivering consistently excellent service to each and every customer. Though some businesses are tempted to favor consumers who spend more and shop more often, every person you interact with can have an influence on consumer behavior. As social media marketing becomes more important, you can’t afford to have your digital reputation tarnished. It’s essential for business owners to take care of their customers and cultivate positive online relationships with loyal consumers.

Even if you get a few negative online reviews, you can diminish their effect on your overall business by bolstering the amount of positive feedback you receive. Red Crow Marketing can help you set up an effective online marketing campaign that is designed to help you foster relationships and improve your digital image. From a professional website to a carefully managed Facebook campaign, you can connect with customers and build a positive reputation for your company by taking advantage of the latest online marketing tools. Contact us today or give us a call at 417-889-1658 to learn more about the best digital marketing strategies for your business.

A report on this study was originally published on Marketing Charts on April 15, 2013. You can read more about the survey and its findings here.