Return on Behavior Magazine
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Customer Experience

September 26th, 2009

23 Facts you can’t ignore about customers’ loyalty and satisfaction

These 23 facts that are probably the most important things to know about customer loyalty and customer satisfaction!

Facts about customer experiences and referrals

1. A good customer experience is told to 8 other people
2. A bad customer experience is told to 22 other people
3. It takes 10 good experiences to make up for one bad one
4. 70% buying experiences are based on how the customer feels they are being treated
5. A typical company receive around 65% of its business from existing customers
6. 7 out of 10 customers who switch to a competitor do so because of poor service
7. Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, as to if they ‘only’ gave you a 4 8. Around 90% of unhappy customers will not buy again from a company that disappointed them

Facts about customer retention and churn facts

9. A 5% reduction in the customer defection rate can increase profits by 25% to 80%
10. Satisfying and retaining current customers is 3 to 10 times cheaper than acquiring new customers
11. A North American study by McKinsey estimates that successful efforts to cross-sell during inbound service calls could boost a retail bank’s sales of new products by 10%, based on a study of North American banks.
12. An average company loses between 10 and 30% of its customers each year

Facts about customer service and contact centers/call centers

13. A good customer service strategy should balance costs, quality, and revenues. Companies that restructure call centers in this way can often cut their costs by up to 25% and boost the revenue they generate by as much as 35%, thereby transforming them into strategic assets providing a competitive advantage. (McKinsey)
14. Dissatisfied customers whose complaints are taken care of, are more likely to remain loyal, and even become advocates, as those that are ‘just’ customers
15. Executives know that upgrades in contact center technologies will not help unless companies also change the way their people work

Facts about customer strategy

16. 85% of business leaders agree that traditional differentiators alone are no longer a sustainable businessstrategy (Shaw & Ivens)
17. 71% of business leaders believe that customer experience is the next corporate battleground (Shaw & Ivens)

Facts about phone service

18. 92% of all customer interactions happen via the phone (Gartner)
19. 85% of consumers are dissatisfied with their phone experience (Gartner)

Facts about customer service and contact centers and call centers

20. 72% of all customers believe it takes too long to reach a live agent (Harris)
21. 69% said they were on hold for too long (Harris)
22. 50% of the people surveyed said that agents failed to answer their questions (Harris)
23. 44% said the information they received was not accurate (Harris)

Download 23 facts as a pdf document

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About the Author

TeleFaction A/S

TeleFaction is an international privately owned, Danish company founded in 2002. We deliver Return on Behavior®, a patented concept that helps large organizations drive growth and increase profitability through improved customer loyalty. Our clients believe that the process of becoming customer-centered starts from acknowledging that their performance for service can always get better.

Our team of experts within Customer Experience Management produce surveys, gather and analyze data on your customers’ level of satisfaction at all contact points. These measurements are used to understand the clients´ needs in order for you to create positive customer service that guarantees retention. As a result, you also increase employee engagement, sales efficiency and improve your product and services.

This is because, at TeleFaction, we know that the bottom line of any effective customer service strategy is the maintenance of a constant corporate message that managers, employees, and customers understand and trust.



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