1. HIGHLIGHTS FROM THE 2017 CUSTOMER RAGE SURVEY:
Small Uptick In Problems, Less Rage, Improved Complaint–Handling, But Still A Failing Grade Affecting Billions Of Dollars Of Future Sales
October 4, 2017

2. Survey Conducted By…
In collaboration with

3. Methodology Follow-up to 1976 White House Study Beginning in 2003
8th wave of Rage Survey
Both land line and cell phone respondents
Representative sample (age, gender, income) of US households
1,000 household interviews

4. PROBLEM EXPERIENCE

5. Small Uptick In Customer Problem Incidence In 2017
2017 results
2 percentage point increase over 2015
Increase from 54% to 56%
Only 32% problem incidence in White House Study

6. Top Five Customer Problems In 20171. 2.
1. Internet accounts for 12 percentage points
Accounts for 58% of most-serious problems
Same order as in 2015

7. While Posting On The Web About The Most-Serious Problem Has Increased, It Is Still A Minority Phenomenon
Only 34% of problem households posted on at least 1 of the above websites

8. Age Does Have An Impact On Posting In 2017
29% of 18 to 34 year olds posted on social networking web sites about their most serious problem
Only 17% of 55+ year olds posted on social networking web sites
Still a minority phenomenon

9. Less Rage, But Negative Emotions Still Unacceptably HIGH In 2017
Good News
10 percentage points less RAGE than in 2015
Drop from 66% to 56%
Bad News
Other negative emotions were associated with respondents’ most-serious problems

10. CORPORATE COMPLAINT-HANDLING PRACTICES

11. Improved Complaint-handling Practices: But Still A FAILING GRADE1.
1. 23% complainant satisfaction for 1976 White House Study

12. In 2017, Telephone Is Still The Primary Channel For Complaining By Nearly A 6 To 1 Margin Over the Internet 1.
1. Less than 4 percentage points of these problem households named websites as their primary channel.

13. In 2017, Even The Young Prefer The Telephone
DON’T FORCE COMPLAINANTS TO USE CHANNELS THEY DON’T WANT TO USE

14. In 2017, Complainants Got BUPKIS
Note: Shading indicates a non-monetary remedy.

15. SO WHAT

16. There’s No Free Lunch Anymore
White House Study found that there was a brand loyalty UPLIFT over non-complainants even when complainants were NOT satisfied (+9%)
This is the basis for expansion of corporate complaint solicitation practices
In 2000’s, Rage Surveys report a loss of brand loyalty for dissatisfied complainants (-10% to -12%)
Given today’s low complainant satisfaction, most companies earn a NEGATIVE ROI on complaint- handling

17. We Live In A Top Box World in 2017
% Repurchase Intention
Satisfaction
With Action Taken
(% Complainants)
SATISFIED
(21%)
68%
57%-point
drop
MOLLIFIED
(39%)
11%
DISSATISFIED
(40%) 3%

18. Commonly Used Telephone Complaint-handling Practices That People HATE1.
Examples of practices that scored less than 2.5 on a 0 – 10 point scale where 0 was “would significantly decrease your satisfaction”
Misuse of automated telephone technology e.g., no option to talk to a live person (1.19)
Try to sell you something (1.58)
Must repeat info. already given (2.15)
Talking too fast (2.38)/agent accents (1.98)
Outsourcing; esp. outside the US (2.01)
CCMC Study

19. Although In 2017 Posting On The Web Is Not The Primary Complaint-handling Channel, It Spreads A Massive Amount Of Negative Word Of Mouth (WOM)

20. A Spoonful Of Sugar Helps The Medicine Go Down In 2004 – 20171. 2. 3. 4.
1. A comparable question was not asked in the initial wave (2003) of the Customer Rage Surveys.
2. Top 3 boxes
Monetary remedies include product repaired/service fixed, money back, free product/service in future, or compensation for
damages
Non-monetary remedies include treated with dignity, agent didn’t use scripted response, assurance problem would not be
repeated an explanation why the problem occurred, a thank you for patronage, offending company showed empathy to complainant’s concerns, opportunity to vent, and an apology

21. Vital Statistics: 2017 Survey Findings Extrapolated To The Nation’s Population1.
Number of households experiencing at least one problem during past 12 months
Number of households experiencing RAGE
Number of households posting information about their most serious problem on at least one website
Revenue at risk to business 2.
62,720,000
35,750,400 3.
21,324,800 4.
$313,286,400,000
1. Statistics apply to ONLY most serious problem during the past 12 months
2. Assuming 112,000,000 total US households
3. Based on “extremely” and “very upset” respondents
4. The mean cost of products/services for most serious problem multiplied by the number of households experiencing problems

22. A Few Final Thoughts
COMPANIES ARE DOING ALL THE RIGHT THINGS, BUT THE WRONG WAY
Call centers
Satisfaction surveys
Monetary remedies
Use of the web
DO IT RIGHT, OR DON’T DO IT

23. For more information about the 2017 Customer Rage Survey, please contact: Scott M. Broetzmann President & CEO Customer Care Measurement & Consulting Eisenhower Ave., Ste. 501 Alexandria, Virginia