News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Research reveals importance of feedback to brands and consumers
The customer's voice is even more important than ever to survive in today's competitive world, and recent research reveals that while listening is important, response is just as crucial.
A recent report from Forrester Research shows that many companies now aim to be driven more by customer experience and 2014 will see a year in which many companies will increase customer experience management.
One essential element of the customer experience is enabling consumers to provide feedback. Research from eDigitalResearch found that three-quarters (76%) of the 2,000 consumers they surveyed had noticed an increase in the number of companies asking for feedback on their customer experience compared to a year ago.
And, customers are taking up the offer to provide feedback - over half of those surveyed (51%) have already given feedback on their experience of which 82% did so to report a positive experience, 11% reported a negative experience and 7% shared their ideas.
Companies are acting on that feedback with almost half (49%) of those who made a complaint being contacted. Of those, 75% said that that contact changed their opinion of the brand into a more positive one, demonstrating that it's not just the collection of customer experiences that matters but also acting on that feedback.
Among consumers who left positive feedback, just 18% were contacted. While acting on complaints can be seen as more urgent, there is no reason why contacting customers who take the time out to provide positive feedback shouldn't also be acknowledged.
According to Derek Eccleston, commercial director at eDigitalResearch, it is important that brands take on board what their customers are saying if they are to survive in today's increasingly competitive market.
"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," said Eccleston.
Image via Shutterstock
- Expert: Travel next up for programmatic direct
- Expert: How to reduce involuntary churn
- 170% rise in ad requests containing location data
- Brexit, Trump leave marketers skittish about targeting
- Email analysis reveals extent of email attacks on businesses
- Report IDs the next big tech products
- Brands: How to prep for the subscription economy
- Expert: What Buffett's Walmart sale means
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...