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The Value of a Happy Customer [Infographic]

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Nearly three-quarters (73%) of consumers say they are willing to spend more if they love a brand, according to recent research from Lithium and The Harris Poll.

The report was based on data from a survey conducted by The Harris Poll in December 2016 among 2,032 US consumers age 18 and older.

Some 65% of respondents say they would stop buying from a brand if treated poorly by it—even if they love its products—and 43% say they would knowingly buy an inferior product from a brand they love.

Consumers say they are typically willing to spend $100, on average (33% of their total disposable income) per month on products and services from their favorite brands.

Check out the infographic for more findings from the report:


About the research: The report was based on data from a survey conducted by The Harris Poll in December 2016 of 2,032 consumers in the United States age 18 and older.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Neil Mahoney Mon Apr 10, 2017 via web

    I enlarged the table. It was still unreadable. Reversed type is much harder to read. Rule #1 for satisfying customers: Make doing business with you easy & enjoyable. THINK LIKE THE CUSTOMER.

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