CHICAGO, IL- July 31, 2012 –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.
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%).
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%).
“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.”
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.
“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.”
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.
For more
consumer tips you can trust, visit www.bbb.org
###
As
a private, non-profit organization, the purpose of the Better Business Bureau
is to promote an ethical marketplace. BBBs help resolve buyer/seller complaints
by means of conciliation, mediation and arbitration. BBBs also review
advertising claims, online business practices and charitable organizations.
BBBs develop and issue reports on businesses and nonprofit organizations and
encourage people to check out a company or charity before making a purchase or
donation.
