MYTH: Angry Clients Tell 10 Others
MYTH: unhappy customers tell 9-10 people about their experience. This is an old maxim in marketing and business. And it’s wrong. The 1970s Coca-Cola Study The original “unhappy customers tell 9-10 people about their experience” idea comes from a study commissioned by Coca-Cola in the late 1970s. As business author Allan Kimmel wrote in his book, research firm TARP surveyed 1,700 Coca-Cola customers who contacted customer service for any reason. TARP found that customers who were dissatisfied with the experience told a median of 9-10