May 28, 2009

How Customer Experience Drives Word Of Mouth

Consumers Talk To More People About Their Bad Experiences

by Bruce D. Temkin, William Chu

with Angela Beckers

Executive Summary (This is a document excerpt)

Forrester asked more than 4,500 consumers how often they talk about experiences with companies in 12 industries. It turns out that more consumers talk about good experiences than bad experiences with eight of the industries. Retailers and banks have the most consumers saying good things about them, and TV service providers have the most consumers saying bad things. While more consumers are sharing positive feelings, consumers tell more people about a bad experience than they tell about a good experience. This negative bias is worst for airlines. As it turns out, Gen Xers and Older Boomers share news about a negative experience most frequently.

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