— blending the mix

Church of the Customer Blog: The velocity of bad WOM

Church of the Customer Blog: The velocity of bad WOM recounts the following:

  • Almost half of shoppers say they avoid a particular store because of someone else’s negative experience.
  • 31% of customers tell one or more friends about a problem they experienced with a store. But on average, shoppers tell four people about their negative shopping experience.
  • Negative word of mouth influences future patronage up to five times more than the person who experienced the problem first-hand due to the Telephone Game Effect, meaning that the orginal problem description is continually embellished as it passes from person to person.

You can either take this two ways:

  1. Make sure that EVERY customer is ALWAYS satisfied
  2. Make sure that you have a strategy in place for blogging and online PR – clearly the rules are not the same for contingency planning online as offline (for reference, see the children’s book “Mr. Peabody’s Apples” by Madonna – it is VERY relevant in this day and age)

Thanks to www.micropersuasion.com for the original link.

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