A recent study sponsored by the Wharton School has quantified some of the impact that dissatisfied customers can have on a retail enterprise. Only 6% of unhappy shoppers spoke to management while 31% complained to their friends, colleagues or family members. These are the customers that retailers should fear the most - the ones who are unhappy and who are vocal about it but who do not give any constructive feedback to management. If you know that you have an unhappy customer, you have a chance to rectify the situation. Without knowing, you have no chance to create a more positive shopping experience.
There are more good statistics and insights in this article. Take a look at the impact that dissatisfied customers can have on your business.
Link: Beware of Dissatisfied Consumers: They Like to Blab - Knowledge@Wharton.
