Customer Rage

OVERVIEW

In the 1970's, Customer Care Measurement & Consulting (CCMC) principals fielded a White House-sponsored survey that found effective corporate complaint-handling could lead to significant marketing benefits. Conversely, poor complaint-handling practices resulted in negative ROI's.

Over the last decade, the Center for Services Leadership and CCMC have conducted the National Customer Rage Survey five times since 2003, and most recently in 2011. The 2011 survey focuses on issues such as customer rage, complainant satisfaction, and the bottom line impact of complaint handling. Additionally, a special set of questions explores the role of the internet in complaint handling, the relative influence of web-sourced information on purchasing decisions, and the role of social networking sites in customer care.

Widely recognized as a preeminent barometer of complainant satisfaction in America, the story told by the National Customer Rage Survey results is more than a mere hyperbole about out-of-the-ordinary, angry consumers. In fact, the findings offer some meaningful strategic and tactical guideposts for engineering an extraordinary customer care experience in both business-to-business and business-to-consumer sectors.