Forget Texas. Don’t mess with a peeved Canadian shopper.
A study released today by LoyaltyOne-owned Colloquy, a provider of loyalty marketing publishing and research, reveals that Canadian shoppers spread bad news about negative brand experiences faster than you can say ‘reputation management.’ The 2011 Colloquy Word of Mouth study shows advocates of a brand can turn to “madvocates” quickly if their interaction with a brand goes bad.
Survey by: Colloquy
Methodology: 2,960 Canadian consumers polled nationwide in December 2010
Key Findings:
• 84% of Canadian consumers say they advise family or friends about a bad experience with a product or service (compared to three quarters of American consumers who do the same)
• 6 in 10 Canadian consumers say they recommend products or services to others
Colloquy divides Canadians into three primary groups:
• 31% are word-of-mouth super advocates or “champions” who intend to recommend brands
• 24% are “madvocates” predisposed to spread negative word-of-mouth after a bad experience
• 7% are “pure madvocates” that are solely oriented to negative word of mouth
• 44% of all consumers earning $125,000 are Word of Mouth Champions; 38% of that demo are “madvocates”
Information on Colloquy’s 2011 Word of Mouth Study Canadian results can be found here.
