The survey results mirror larger trends across sectors, but especially in the retail industry. As Retail Leader Pro recently reported, shoppers are unhappy with the in-store experience. A recent Theatro survey found more than 40% of U.S. consumers said in-person shopping experiences were "less enjoyable" than before the COVID-19 pandemic, with 64% citing poorly trained or unprepared retail staff and 60% blaming inadequate staffing levels.
According to the customer rage survey, conducted by the W.P. Carey School of Business at Arizona State University, 63% of customers report having rage as a result of trying to solve a problem with a company. More consumers are turning that rage into action, the survey found. In 2020, 35% of consumers said they raised their voices to show displeasure about a problem. In the latest survey, 43% said they did so.
The survey estimated that businesses risk losing $887 billion in future revenue from the improper handling of consumer complaints, up from $494 billion in 2020.
"Defusing customer rage is not rocket science,” said Thomas Hollmann, executive director of the Center for Services Leadership at the W.P. Carey School of business, in the release. “Although many customers are looking for repairs or refunds, they're also hoping for a sincere apology and acknowledgment of their complaints.
“These no-cost actions show that the company cares, is listening to the customer, and values them. It's up to brands to communicate as humans with their customers. A sincere, 'I'm sorry this happened,' can turn a potential blowup into a lifelong customer,” he said.