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BizReport : Loyalty Marketing : July 19, 2012

Empathica: Few shoppers believe their feedback has an impact

When a consumer provides you with feedback, what do you do with it? More than half of consumers believe their feedback is ignored, according to new research from Empathica Inc.

by Helen Leggatt

empathica.jpgMany U.S. consumers have, in some form or another, provided feedback to retailers. Some leave comments on social media sites, others may use a more traditional method such as posting a note in an on-site suggestions box.

Of the 6,500 U.S. consumers surveyed by Empathica, 85% had provided some form of feedback. However, their expectations that retailers will take that information and act on it are low. Just 46% thought this might happen. Only half (52%) believe that their feedback will be shared with the relevant persons or location despite the majority (81%) believing that feedback should be shared throughout the organization.

"Feedback remains a one-way street and what consumers are yearning for is two-way dialogue," said Dr. Gary Edwards, chief customer officer, Empathica. "They want to know that their feedback is being acted upon in ways that will drive meaningful changes to the customer experience at the locations they frequent."

Retailers that don't embrace and respond to consumer feedback risk damaging consumer loyalty. Most (83%) consumers agree they would be more loyal to a brand that acted on their feedback.

Tags: consumer expectations, consumer feedback, loyalty marketing, retail

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