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Customer service: Swan dive or cannonball?

June 25, 2018

Infographic courtesy of Statista

Last week, we shared the statistic that more than three-quarters of consumers have chosen a product or service from a company because of a prior good experience they'd had with the company.

On the other hand, the same study found that 64 percent have avoided a brand because of a bad experience within the past year.

But, that's not the worst of it, as the table at right indicates: Nearly half of customers whose experience with a company falls short will share their story with friends and family, and nearly a third will broadcast the message to a potentially unlimited audience through web-based reviews and social media.

Sadly, great customer service doesn't have quite the same ripple effect, as the table shows. Still, better a swan dive with a little splash than a Ron Burgundy-style cannonball that empties your pool of potential customers.