Likelihood of Negative Consumer Reviews – US vs. UK

Industry Research : US Consumers Share Bad Service Experience More Than UK Counterparts

Likelihood of Negative Consumer Reviews – US vs. UK

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New research from NewVoiceMedia reveals that US consumers are twice as likely to share a bad customer service experience than those in the UK; whereas Brits are more inclined to recommend a company following a positive interaction.

Following an inadequate experience, half (49%) of US consumers will tell friends and colleagues not to use the business (27% UK); and thanks to social media, forums and review channels, the modern consumer has a convenient public platform at their fingertips to spread negative sentiment about a business online. NewVoiceMedia, the leading provider of cloud contact center solutions, found that nearly 60 percent (59.3%) of US 25-34 year-olds seek revenge online, compared with 39 percent of their UK counterparts.

Americans are also twice as likely to choose social media as the most effective way of resolving a problem (14% vs 7% UK). For Gen Y and millennials (those aged 16 to 34), this figure soared to 28 percent, with Facebook proving to be the favored social network for interacting with businesses. One respondent explained, “The risk of getting other people’s attention will cause the service providers to act quickly”. In both regions, women are more patient than men when it comes to bad interactions, yet much more likely to head online to complain about a company (36% US & 19% UK).

However, the significance consumers place on excellent service presents opportunities as well as threats, as organizations can boost their business by getting it right. 71 percent of UK consumers will recommend a company following a positive experience (69% in the US) and 72 percent of overall respondents said that good service had a considerable influence on their loyalty. US customers are more likely to spend more money with the business as a result (42% vs 34% UK).

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