How does negative word of mouth compare to positive?

Negative word of mouth spreads further and does more damage than most businesses expect, which is why protecting the customer experience is so important.

• 9 to 15 people: Unhappy customers tell that many about a bad experience, per the White House Office of Consumer Affairs.
• 94% avoid a business: That share say a negative review has convinced them to skip a company entirely, according to ReviewTrackers.
• Asymmetry: One bad experience can outweigh several good ones in reach and influence.

The practical lesson is to resolve complaints quickly and give satisfied customers easy ways to speak up.