The Reverse of Advocacy: Impacts of Customer Alienation and Sabotage

Prolific online and offline Alienated communicators will typically not tell the company about their complaints but will typically tell many of their friends, colleagues and relatives. Learn more insights from this 2011 white paper by Market Probe, Inc.

Researcher and author Michael Lowenstein, PhD CMC, Executive Vice President Market Probe, discusses the growing influence of Saboteurs or “Badvocates” in his new white paper: The Reverse of Advocacy: Impacts of Customer Alienation and Sabotage. The polar opposite of Advocates, prolific online and offline Alienated communicators will typically not tell the company about their complaints but will typically tell many of their friends, colleagues and relatives.

Lowenstein cites several recent studies that underscore the impact of online and offline negative communications:

• 84% of customers who experienced poor service would communicate that result to others.
• Nearly one out of two adults (45%) will express their dissatisfaction within one week or less after the experience.
• 64% of B2C users consider online research to be either essential or very important in making decisions.
• 48% said they avoided a store after learning of someone else’s problems there.

Customer alienation can have serious and unattractive business outcomes, irrespective of industry or corporate standing. Companies need to proactively monitor and prepare for brand perception and image attacks that can create negative advocacy, alienation and sabotage within the customer base, and among potential customers and the general public.

Download the full white paper from the company website.

This content was provided by Market Probe, Inc. Learn more at www.marketprobe.com.

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