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
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...