change in customer behavior based on the customer experience
TRANSCRIPT
Kinesis CEM, LLC
Changes in Purchase Behavior Based on the Customer Experience
https://blog.kinesis-cem.com/2014/11/20/changes-in-purchase-behavior-based-on-customer-experience-part-1/
https://blog.kinesis-cem.com/2014/11/24/changes-in-word-of-mouth-advertising-based-on-the-customer-experience-part-2/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 [email protected]
Changes in Purchase Behavior Based on the Customer Experience
Every time a company and a customer interact, the
customer learns something about the company, and
adjusts their behavior based on what they learn.
Proposition:
Kinesis conducted a survey of 500 consumers asking them to recall an experience with any
provider that they found to be particularly positive or
negative, and determined how these customer experiences
influenced customer behavior.
Research
Causes of Positive Experiences
Outcome Successful/ Problem Resolved/ Expectations Met
Efficiency of Service/ Not Passed Around to Multiple People
Pleasantness of Personnel
Speed of Service/ Problem Resolution
0% 20% 40% 60% 80%
55%
60%
70%
72%
Causes of Negative
Experiences
Outcome Successful/ Problem Resolved/ Expectations Met
Efficiency of Service/ Not Passed Around to Multiple People
Pleasantness of Personnel
Speed of Service/ Problem Resolution
0% 20% 40% 60% 80%
49%
71%
63%
69%
How Does Behavior Change as a Result of the
Customer Experience?The Question:
Changes in Behavior Based on Positive
Experiences
No Change
Considered change in purchase behavior
Told others (Positive or negative)
Change in purchase behavior (Buy more or less)
0% 20%40%60%80%
14%
32%
36%
54%
Changes in Behavior Based on Negative
Experiences
No Change
Considered change in purchase behavior
Told others (Positive or negative)
Change in purchase behavior (Buy more or less)
0% 20%40%60%80%
5%
38%
43%
57%
36% Told Others
Word of Mouth as a Result of
Positive Experiences
Online Reviews
Online Social Media
Coworkers (Excluding Online or Social Media)
Friend or family (Excluding Online or Social Media)
0% 20%40%60%80%
20%
28%
42%
69%
Word of Mouth as a Result of Negative
Experiences
Online Reviews
Online Social Media
Coworkers (Excluding Online or Social Media)
Friend or family (Excluding Online or Social Media)
0% 20% 40% 60% 80%
33%
47%
54%
80%
43% Told Others
Customers are 1.7 times more likely to share negative experiences over positive via
online mediums.
Customers More Likely to Share Negative
Experiences Online
Approximately 90% of respondents said their
purchase decisions were influenced positively (93%)
or negatively (85%) by social media or word of mouth
reviews.
Word of Mouth Counts
With customer trust at an all time low, and social media
providing a far reaching medium of person-to-person
communication, positive word of mouth is becoming far more important in terms
of defining the brand.
Social Media is THE Media