Unhappy customers are not quiet ones. That's the finding of new research by Colloquy that shows negative word of mouth travels quickly to friends, family and coworkers.
Seventy-five percent of consumers say they share bad experiences with family and friends, while 42 percent do the same when they are happy.
Twenty-six percent of those surveyed said they are more likely to spread negative opinions than positive ones.
Even among brand loyalists -- WOM Champions, in Colloquy terms -- 31 percent were more likely to share negative experiences. Affluent consumers were among the biggest bad-mouthers with 30 percent more likely to complain than say something positive.
Colloquy labeled consumers who are most likely to share bad experiences as "madvocates." Pure madvocates, according to the research, make up about seven percent of the population.
"It's notable that the 'madvocacy' attitude is significantly more prevalent among word-of-mouth champions (31 percent) than the general population (26 percent)," said Kelly Hlavinka, managing partner at Colloquy. "One lesson is clear, hell hath no fury like a champion scorned. Since madvocacy is an attitude that nearly a third of all champions share and are willing to act upon, loyalty marketers must accept their responsibility for the impact their programs can have on generating both positive and negative word of mouth."
Jim
Sullivan, partner at Colloquy, said, retailers and brands can work to
turn "madvocates
into advocates." He suggested three steps:
- Create a "trialogue" between the brand and consumers and also between consumers.
- Involve customers in WOM programs through social sharing communities online.
- Move from the marketing mindset of offering incentives to providing service.