Consumer Feedback for big box retailers
Posted on Wednesday, September 12th, 2012
Our most recent Consumer Insights Panel survey of more than 6,500 U.S. consumers found that despite a strong desire to provide feedback, consumers are disenchanted by brands’ perceived lack of responsiveness.
The survey results showed that 85 percent of consumers have provided some form of feedback to big box retailers, yet only 46 percent of respondents believe that brands actually use this feedback to make constructive changes to the customer experience. In addition, only 52 percent believe that feedback is shared with individual locations – even though the majority of consumers (81%) feel that feedback should not only be shared with local managers, but with all of the brand’s employees.
The lack of confidence in brands’ willingness to implement changes rooted in customer feedback is a serious concern for retailers. In fact, 83 percent of consumers agree or strongly agree that they would be more loyal to a brand if they knew the brand would act on their feedback.
What’s even more interesting, our findings also revealed key insights into the motivations and delivery methods that drive customer feedback, including:
- Online Feedback: Not surprisingly, an overwhelming two-thirds of consumers prefer to share feedback online.
- In Person Feedback: The next most popular feedback delivery method was in person, but this was reported by only 13 percent of consumers.
- The Value of Incentives: When it comes to consumers’ motivations for engaging with brands, approximately half of respondents provided feedback in exchange for an incentive or coupon. Surprisingly, consumers don’t necessarily need an incentive to provide feedback. A larger share of respondents offered feedback simply to provide either a positive (31%) or negative (25%) experience with the brand.
This entry was posted in Featured Resource Why Implement a Customer Experience Management Program and assigned these Tags: consumer insights, consumer insights panel, customer experience, customer experience insights, customer feedback, location managers, Retail. Bookmark the permalink