Three quarters of consumers now expect to provide real-time feedback on their experiences

Three quarters (75%) of consumers now expect to be able to feedback on their experiences in the moment, according to new research.

The study, from eDigitalResearch, signals the growing importance of adequately listening to customers and letting their views and opinions to be heard through Customer Experience Management programmes.
Just over half (51%) of the consumers surveyed have already given feedback on their experiences to various companies and brands after seeing an ‘in the moment’ feedback survey.
82% did so to share a positive experience, followed by 11% who wanted to complain and another 7% who decided to share an idea.
Other key findings include:
• Almost 1 in 5 (18%) of consumers who have provided feedback have been contacted by a company as a result of completing a survey.
• A much higher percentage (49%) of that that made a complaint were contacted after providing feedback – three quarters (75%) of whom said the additional contact turned around their negative perception of the brand, demonstrating that properly managing individual customer experiences does 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 take on board 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 actively listen to what they have to say and strategically implement changes to put brands ahead of the rest of the competition.
Source: www.eDigitalResearch.com