Do you often find yourself getting bored when discussing customer feedback? Here are 15 shocking facts which are about to change your mind:
1. For every customer complaint, there are 26 other unhappy customers who have decided to remain silent.
2. Sixty-seven percent of consumers are influenced by online reviews
3. The first known customer service complaint is inscribed on a clay tablet on display at the British Museum. Apparently, someone delivered copper that was the wrong grade. It was written sometime around 1750 B.C.
4. A dissatisfied customer will tell between 9 and 15 people about their experience. Around 13% of dissatisfied customers talk to more than 20 people about their negative experience.
(Source: White House Office of Consumer Affairs)
5. 70% of brands ignore negative customer reviews on Twitter.
(Source: Maritz Research)
6. 83% of customers who complained on social media and received a reply from the company liked that the company responded.
(Source: Bain & Co)
7. 56% of customers don’t mind sharing their personal information in exchange for a better service.
8. 80% of businesses use customer satisfaction scores to analyze customer experience and improve it.
(Source: Harvard Business Review)
9. 79% of customers who share their complaints online see their complaints ignored.
10. Even bad reviews are helpful for conversion rates. Customers spend five times as long on a site if they interact with bad reviews, trust those reviews more, and convert 85 percent more often.
11. Eighty-eight percent of consumers trust online reviews as much as they trust a personal recommendation from somebody they know.
12. More consumers look at reviews than look for discounts and pricing information. More than 50% look at reviews, while only 34% are focused on deals.
13. The recency of the review plays a bigger role than you might think. 44% of consumers will not consider a review to be relevant if it was written more than one month ago.
Clearly, this factor will be industry-dependent, but it emphasizes the importance of seeking out reviews as an ongoing process, rather than relying on old reviews to continue holding steam.
14. 94% of consumers will consider a business that has a four-star rating, but only 57% of them will consider a business that has a three-star rating.
A five-star rating is not crucial, but things can start to hurt if your ratings fall below four stars.
15. Online reviews are the most important factor for local search engine rankings: online reviews, and specifically keywords used within them, influenced local search engine rankings more than any other factors that they looked at.
(Source: A study by LocalSEO Guide, the University Of California Irvine, and PlacesScout)