As part of our annual U.S. consumer benchmark study, we asked respondents how they behaved after having a very good or very bad experience with an organization. We found that regardless of whether the experience was positive or negative, people were most likely to tell their friends about it and were least likely to post about it on Twitter. However, people who had a very good experience were more likely to keep it to themselves and not tell anyone, whereas people who had a very bad experience were more likely to send feedback directly to the organization.

The consumer benchmark study surveys a representative sample of 10,000 U.S. consumers about their interactions with 342 companies across 21 different industries. For more information on how customers share information about their experiences, check out the full Data Snapshot, How Consumers Give Feedback, 2020.

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