Customer Service And Forgiveness

In honor of the last day of Customer Service Week I did an analysis that cuts across two recent reports, Temkin Customer Service Ratings and Temkin Forgiveness Ratings. The question I explored is what portion of consumers are dissatisfied with customer service and are not willing to forgive that company. That represents a group of very unhappy consumers. Here’s the data:

TV service providers, ISPs, and health plans have the most of these very unhappy customers, which shouldn’t surprise too many people. Banks, on the other hand, have fewer of these sulking customers, but they have the highest percentage of customers that aren’t satisfied with customer service who aren’t forgiving.

The bottom line: Don’t count on forgiveness to overcome your customer service miscues

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 Responses to Customer Service And Forgiveness

  1. Bruce, great stats! Thanks so much for sharing. As you show, with an average of 22 to 25 percent of customers across various industries being dissatisfied with customer service, companies need to act on these numbers and start to make improvements. Hopefully, your research will get their attention. If you add up all of these dissatisfied customers in terms of dollars, I’m sure the potential losses to these companies are in the billions. This type of data can hopefully get senior executives to move from thinking about service to doing something about it.
    Richard Shapiro, The Center For Client Retention

  2. Tim Smits says:

    Very interesting stats indeed!
    I think it is quite remarkable how (comparatively) forgiving customers are for the retailers. Of those dissatisfied with the service, more than a third is forgiving. I wonder whether this also extends to the retailer’s private label’s products or only to their general service.
    Tim Smits

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