Mistake #2: You haven’t put the respondent front and center in the customer feedback process
The most important adage in commerce – the customer always comes first – is equally true of handling the feedback process.
“Often, surveys are structured so that the organization’s issues are being explored and not the consumer’s, and that can be frustrating,” says Woolley.
Indeed, the Snap Surveys consumer research shows that consumers have high expectations in this area. Asked if they believed companies take more notice of customer feedback today than five years ago, a resounding majority – 72% – agreed they did, because of increased market competition, diminishing customer loyalty and the influence of peer reviews. [see graph]
“When I contact a company to make a complaint or to request service, I expect a response and not just a computer-generated platitude.” – Response to Snap Surveys’ Consumer Panel research, 2012
The overwhelming message from consumers contacted by Snap Surveys: we want to give brands our feedback, so make it easy for us to do so. Continue reading