Magazine article CRM Magazine

Customer Feedback Falls on Deaf Ears: Only 35 Percent of Comments Ever Get a Response

Magazine article CRM Magazine

Customer Feedback Falls on Deaf Ears: Only 35 Percent of Comments Ever Get a Response

Article excerpt

[ILLUSTRATION OMITTED]

If there's one instance when a company should respond to customers, it's when they have posted a negative review or lodged a complaint, but that happens only 35 percent of the time, according to research from analyst firms Chadwick Martin Bailey and iModerate Research Technologies.

The rest of the time, the customer receives no response, a fact Jeff McKenna, Chadwick Martin Bailey senior consultant, calls "really disappointing."

"Companies are asking their customers to do something for them and then not doing even the basics to express their appreciation or thanks or to let them know that their feedback was heard," McKenna laments.

When a response is given, 39 percent of customers were satisfied, 35 percent were indifferent, and 26 percent were dissatisfied.

Upon setting out to do the research, which involved more than 1,400 U.S. consumers, McKenna expected to find that more than half of companies were responding.

The research found that 27 percent of consumers typically complete customer satisfaction surveys, and of those, 55 percent have completed them somewhat frequently (between three and 11 times), and 25 percent have completed them frequently (11 times or more).

Consumers who respond to customer satisfaction surveys do so because they feel that it's part of their job as a customer, McKenna noted. Fifty-seven percent said they give feedback to help improve the company.

When customers have a negative experience, they expect a response, which they often do not receive. …

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