New research has revealed a whopping 82% of consumers would share a bad customer service experience whilst only 55% would share a good experience.

Additionally, the survey by workforce management company Cognito and YouGov also found 59% of customers claimed they would pay a premium for products or services where they believe they will receive good service.

According to the figures, 53% of the 2,000 UK adults surveyed would be willing to pay a premium when buying a product or service worth £500 whilst 44% would pay up to 9% more; and 9% would pay 10% or more.

In other findings, when asked to name the brand they believed is best when it came to customer service, respondents ranked John Lewis first for customer service (9%), with Marks & Spencer and Amazon ranked second and third respectively (both 5%).

Jonathan Chevallier from Cognito said: “Our YouGov survey further demonstrates that investment in customer service has a huge impact on an organisation’s revenues and brand perception. Marketing investment without a real eye on delivery and front line service is wasted, with consumers deciding for themselves which brands they can rely on to deliver. Moreover, they are willing to spend more in a recession, which is something all companies can learn from.”