RightNow’s Annual Research Shows 86 Percent of U.S. Adults Will Pay More For A Better Customer Experience
January 11 2012 - 10:00AM
Business Wire
The Annual Customer Experience Impact (CEI) Report, conducted
online by Harris Interactive on behalf of RightNow (NASDAQ:RNOW)
among 2,291 U.S. adults aged 18+, once again shows that delivering
exceptional customer experiences is essential for any organization
that wants to grow and sustain competitive differentiation in
today’s market.
“To thrive in today’s consumer-empowered environment, brands
need to deliver the very best possible customer experiences when,
where and how consumers want it. The annual CEI report continues to
show the importance of customer experience; consumers demand it,
they will pay more for it and if we don’t deliver the repercussions
can be severe.”Greg Gianforte, founder and CEO, RightNowClick here
to see Greg share additional insight about customer experience at
Techonomy 2011.
The 2011 CEI Report explores the relationship between consumers
and brands. The data reveals that consumers call the shots and want
personal and engaging experiences that develop into meaningful
relationships with brands. Highlights from the report include:
- 86 percent of U.S. adults will pay more
for a better customer experience.
- 89 percent of U.S. adults who’ve ever
stopped doing business with an organization due to a poor customer
experience began doing business with a competitor.
- When asked specifically how companies
can better engage with consumers to spend more, 54 percent said to
improve the overall customer experience.
The CEI Report also tracked the impact social media has had on
consumers, finding that:
- After a poor customer experience, more
than 25 percent (26%) of U.S. adults expressed frustration by
posting a negative comment on a social networking site (e.g.,
Facebook, Twitter message boards, forums).
- 79 percent of those who shared
complaints about poor customer experience online had their
complaints ignored (i.e., received no response to their post(s)
from the company/organization).
- 57 percent of those surveyed who
received a response had positive reactions to the same company: 46
percent of those surveyed were pleased and 22 percent of those
surveyed posted a positive comment about the organization.
Positive engagements create longstanding, loyal relationships;
and, as the CEI report uncovered, consumers are willing to pay for
it. To maximize this opportunity, brands today need to implement
comprehensive, cross channel customer experience programs to meet
the ever-evolving needs of the modern consumer.
To download the full report, click here.
Survey Methodology
The study was conducted online within the United States by
Harris Interactive via its QuickQuery omnibus on behalf of RightNow
Technology among a total of 2,291 adults aged 18+ from September
19-21, 2011. Figures for age by gender, education, region and
Internet usage were weighted where necessary to bring them into
line with their actual proportions in the population within each
country. This online survey is not based on a probability sample
and therefore no estimate of theoretical sampling error can be
calculated.
About Harris Interactive
Harris Interactive is one of the world’s leading custom
market research firms, leveraging research, technology, and
business acumen to transform relevant insight into actionable
foresight. Known widely for the Harris Poll and for pioneering
innovative research methodologies, Harris offers expertise in a
wide range of industries including healthcare, technology, public
affairs, energy, telecommunications, financial services, insurance,
media, retail, restaurant, and consumer package goods. Serving
clients in over 215 countries and territories through our North
American and European offices and a network of independent market
research firms, Harris specializes in delivering research solutions
that help us – and our clients – stay ahead of what’s next. For
more information, please visit www.harrisinteractive.com.
About RightNow
RightNow is helping rid the world of bad experiences one
consumer interaction at a time, eight million times a day. RightNow
CX, the customer experience suite, helps organizations deliver
exceptional customer experiences across the web, social networks
and contact centers, all delivered via the cloud. With more than
ten billion customer interactions delivered, RightNow is the
customer experience fabric for nearly 2000 organizations around the
globe. To learn more about RightNow, go to www.rightnow.com.
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