Three-quarters (75 percent) of consumers now expect to be able to offer feedback on their experiences in the moment, according to a press release on a recent study from U.K. research firm eDigitalResearch, signalling the growing importance of adequately listening to customers and letting their views and opinions to be heard through customer experience management programs.
Just over half (51 percent) of the consumers the firm surveyed have already given feedback on their experiences to various companies and brands after seeing an in-the-moment feedback survey. Eighty-two percent did so to share a positive experience, followed by 11 percent who wanted to complain and another 7 percent who decided to share an idea.
Other key findings include:
Almost one-in-five (18 percent) of consumers who have provided feedback have been contacted by a company as a result of completing a survey.
A much higher percentage (49 percent) of those who made a complaint were contacted after providing feedback – 75 percent of whom said the additional contact turned around their negative perception of the brand, demonstrating that properly managing individual customer experiences can lead to customer retention.
The results highlight how the voice-of-the-customer feedback is becoming all the more important for both brands and consumers. Brands cannot expect to improve in today’s increasingly competitive market if they do not absorb and understand what their customers are saying. These results demonstrate that it is important to not only gather voice-of-the-customer feedback and offer customers a platform to share their views and ideas but also to actively listen to what they have to say and strategically implement changes to put brands ahead of the competition.