What Makes Us Loyal? II

FC Now reader Jackie Huba offers some useful statistics that relate to Alison’s entry.

Customers who experience a problem with a potential loss of under $5.00:

• 37 percent who did not contact the company said they would continue to buy the product
• 46 percent who complained but were not satisfied by the company remained loyal
• 70 percent who complained and were satisfied remained loyal
• 95 percent who complained and were satisfied quickly remained loyal

For customers who experience a problem with a potential financial loss of over $100:

• 9 percent who did not contact the company about the problem remained loyal
• 19 percent who complained but were not satisfied remained loyal
• 54 percent who complained about the problem and were satisfied remained loyal
• 82 percent who complained and were satisfied quickly remained loyal

Speed, it seems, is of the essence.