NZ businesses should take note of a new study which shows NZ consumers are fighting back against poor customer experiences by removing their business from companies whose service doesn’t meet their expectations. The study, by RightNow, found 61% of NZers have taken this course of action.

Consumers were asked about their customer experiences with seven key industries; telecoms, internet service providers (ISPs), insurance, finance, travel/hospitality, utilities and online retailers. The survey found consumers in NZ to be more proactive than their Australian neighbours at responding to poor customer experiences; whether by boycotting a business following something they’ve experienced directly, or as a result of something they have seen broadcast on the social web about the experiences of other consumers.

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The study found NZers are tuned out to company marketing and advertising of any form, but they place great importance on word-of-mouth recommendations from friends and family. The transparency afforded through online customer reviews and feedback also holds sway during the purchase decision with 61% of consumers placing confidence in what others say about a company. RightNow says good customer experience is all about connecting effectively with customers through their preferred touchpoints, whether it’s the contact centre, the web or socially.

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