Unhappy customers vote with their feet by not returning: Better Business Bureau Poll
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CHICAGO, IL – Customers who are displeased with a product or service are not giving businesses a second chance, according to a recent poll by the Better Business Bureau serving Chicago and Northern Illinois (BBB). The poll also shows that few consumers complain to the business about their dissatisfaction.
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The largest single response (30%) of unhappy customers in the poll was to simply not return to the business. Others would go to an online complaint/review website to voice their dissatisfaction (22%), or verbally warn others not to patronize the business (20%).
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Only 28 percent of unhappy customers indicated they would complain directly to the business. This total included those that would verbally complain (15%) and people who would email the business with a complaint (13%).
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“These poll results show that consumers often do not to give businesses a second chance,” said Steve J. Bernas, president and CEO of the Better Business Bureau serving Chicago and Northern Illinois. “Customers are not going out of their way to complain or comment to businesses about their experiences. If a service or product is bad, they simply don’t return.”
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Bernas stated that while this might be an understandable reaction for consumers who don’t wish to waste their money, it is very bad news for business owners.
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“Obtaining customers is expensive for a business, and they need to be treated as valuable resources,” the BBB president explained. “When a business loses a customer, it loses money. Not only because a business has squandered an opportunity to gain a repeat customer, but also the business must now spend additional money to obtain a new or replacement customer.”
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Polling data emphasizes the need for businesses to make customer interaction a positive experience. It also shows that consumers would help businesses by giving honest feedback about products and services.
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For more consumer tips you can trust, visit www.bbb.org
