Rich Customers Are The Hardest To Please

According to new data from business software manufacturer Zendesk, high-income households are the most likely to be permanently soured after a bad customer experience — with 79 per cent blacklisting offending vendors for at least two years. Women, Gen X shoppers and B2B clients also refuse to accept shoddy service lying down, with many turning to social media to vent their grievances.

David Burrows /

This factoid and others like it can be found in the below infographic, which is based on a field survey conducted by Dimension Research on behalf of Zendesk. The survey involved “more than 1,000” US consumers who were asked about their recent experiences with the customer service of a mid-sized company either as a consumer (B2C) or in a business context (B2B).

We’re eternally skeptical when it comes to these kinds of commissioned reports (the absence of the ever-complaining Gen Y is particularly eyebrow-raising), but it remains an interesting read nonetheless.

Here’s the infographic: (Click to expand or right-click to save.)

Have you ever worked in retail, hospitality or some other form of customer service? Which ‘class’ of customer did you find the most difficult to please? Let us know in the comments section below.

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