The article discusses findings from a recent report by the Qualtrics XM Institute, which reveals that consumers are likely to share both very good and very bad customer experiences with others. The report indicates that 83% of consumers have shared a very good experience with a company, while 79% have shared a very poor experience. However, the data also shows that relatively few consumers directly share this feedback with the company itself.
Interestingly, the survey found that over a short-term period, consumers have become less likely to share their experiences, with a greater percentage of respondents choosing not to tell anyone after a good or bad experience compared to previous years. In the US, the trend has shifted from consumers being more likely to share very bad experiences in 2018 to sharing very good experiences in 2023.
The most common way for consumers globally to share very good experiences is by telling friends or family directly, followed by posting comments on third-party ratings sites and sending feedback directly to the company. After a very bad experience, consumers also tend to share their feedback with friends or family, post on third-party sites, or directly contact the company.
It's noted that there has been a decline in consumers sending feedback directly to the company, indicating that some brands may not be fully aware of their successes and failures. In the US, consumers are less likely to post on third-party sites or social media after a good experience but are slightly more likely to send feedback directly to the company after a bad experience.
Overall, the report provides valuable insights into consumer behavior regarding sharing customer experiences and the different channels they use to communicate their feedback with companies.
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