ING, Holiday Inn provide best experience

20 December 2012

NEW YORK: ING Direct and Holiday Inn are the companies consistently delivering the best "customer experience" in the eyes of US shoppers, a survey has discovered.

Temkin Group, the insights provider, polled 5,000 people about their satisfaction with 179 firms, and found just 2% of customers of ING Direct, the financial services giant, had a negative experience.

Elsewhere, Holiday Inn Express hotels also logged 2% on this metric, with accommodation under the Holiday Inn banner yielding 3% here, the same total as Whole Foods, the grocery chain.

By contrast, a 29% share of people who had engaged with Best Buy, the electronics chain, proved disappointed in some way. Shoppers at QVC, the home shopping channel, posted the same figure.

Gap, the apparel specialist, recorded 28% on this measure, while eBay, the ecommerce platform, registered 26%, the analysis revealed.

"Every company delivers some bad experience, but the good ones build loyalty by quickly responding to these issues and learning from their mistakes," said Bruce Temkin, managing partner of Temkin Group.

Fully 60% of adults told friends about a "very good" interaction with a business, rising to 62% where standards had been "very bad". These readings hit 31% and 38% in turn for contacting the relevant firm.

Another 23% posted details on Facebook, the social network, having been disappointed in this manner, as did 22% if their hopes were met or exceeded. Scores here stood at 9% and 8% for Twitter.

Meanwhile, a 14% share of the panel added ratings or comments to third party sites like TripAdvisor or Yelp in the event of favourable or unfavourable experiences.

Only 17% of shoppers did not tell anyone after being let down by a company, rising to 20% if they were pleased with the organisation concerned.

By industry, exactly 20% of respondents reported having been through a bad experience with TV service providers, standing at 18% among retailers and 17% for internet service providers.

If businesses responded "very poorly" to a bad experience, then 47% of consumers would stop spending completely with the firm in question. Only 6% did so when the corporate reaction was a good one, and 37% boosted their expenditure.

Data sourced from ING Group; additional content by Warc staff