The power that “word of mouth” is gaining among consumers who are progressively more demanding, well-informed, and interconnected, is reaching unheard of levels. While positive references are lifting certain companies to the highest of heights, without needing practically any advertising or promotion (see Google, or H&M, to cite some examples), a bad experience with a provider can be devastating for the potential market.

This is the conclusion revealed by a study of the Retail sector, carried out by the Marketing Department of the prestigious Wharton University, and title “Retail Customer Dissatisfaction 2006”. The study reveals that on 6% of customers communicate their dissatisfaction with their provider, while 31% share their discontent with their most immediate environment (friends, family, co-workers). Out of the total of “bad referencers”, 8% say they communicated their dissatisfaction with one person, another 8% to two people, but 8% admit having told six or more people. The report concludes that 100 customers with bad purchasing experiences can “contaminate” and stop the obtainment of between 32 and 36 potential customers.

Men, more “boycotters” than women

At the same time, a study carried out by Customer Champions in the United Kingdom has revealed a surprising fact: men are much more destructive than women when it comes to criticism and bad references. According to this report, a male customer can “boycott” a provider that has caused his dissatisfaction for up to 10 years. That is to say, two times more than a woman, who maintains her “destructive” pledge for an average of five years.