Truth Hurts?: Customers Lying on Feedback, Study Shows

Paul AinsworthPaul AinsworthDecember 6, 20182min

A majority of customers  have lied about their experiences for personal gain, according to new research.

A total of 92 percent of customers admitted this in the study by BI Norwegian Business School. Dishonest customers aim to gain some reward, present themselves in a more flattering way, or avoid awkward interactions with service employees.

Hannah Snyder, Assistant Professor of Marketing at BI Norwegian Business School, conducted three studies to investigate the self-reported lies of a sample of 2,060 consumers. When presented with different examples or scenarios, an astonishing 92 percent admitted that they had engaged in such behaviour at least once.

Hannah said: “The lies our participants admitted to included stating that you were satisfied with your meal when you in fact were not, changing the reason you were late to your driving lesson, exaggerating to the salesperson how often you run when buying new running shoes, fabricating the reason you are returning a product or lying about your age to get a cheaper ticket to a concert. These lies were often told to benefit the person or to avoid awkward situations and interactions with service employees, whose feelings they wanted to spare.”

Although harmless in the short term, these lies can have a substantial financial impact on businesses.

Hannah added: “In the short term, if a customer tells a white lie to hide that they didn’t like their meal, this is beneficial as their food does not need to be replaced. However, not addressing the issue just hides the real problems that might impact satisfaction and result in lost customers. Although businesses might favour dishonest claims of approval, complaints are actually a mechanism to improve services and products and can be of great value.”


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME



Contact Information

For article submissions:
Editor
Paul Ainsworth
editorial@cxm.co.uk

For general inquiries, advertising and partnership information:
advertising@cxm.co.uk
Tel: 0207 1932 428

For Masterclass enquiries:
antonija@cxm.co.uk
Tel: 0207 1937 483

Customer Experience Magazine Limited
Acacia Farm, Lower Road,
Royston, Herts, SG8 0EE
Company number: 7511106


Newsletter