Opening the Door to. Customer. Engagement

Transcription

1 Customer Satisfaction Surveys Opening the Door to Customer Engagement

2 Over 1/4 of adults have completed a customer satisfaction survey - most respond somewhat frequently Completed Satisfaction Survey Frequency of Completion Frequently (11 or more times) 25% No, 73% Yes, 27% Somewhat Frequently (3-10 Times) 55% Infrequent (1-2 Times) 20% 2 Base: Those who have been asked to complete a customer satisfaction survey in the past 12 months. Q24a: For which type(s) of experiences or occasions have you actually completed a customer satisfaction survey? Select all that apply. Base: Those who have completed a customer satisfaction survey in the past 12 months. Q46a: Specifically, how many have you completed in the past 12 months? Open end response.

3 I think that my opinions are important to businesses. Therefore I fill surveys out regardless of if there is a monetary or material incentive. I have an important job as a consumer to give my input. Female,

4 People completing satisfaction surveys generally have the company s best interests at heart To share a good experience For entrance into a raffle or sweepstakes To praise a specific employee To receive better service or products from the company Why Complete Satisfaction Surveys To improve the company For discounts To register a complaint For a free gift Customers give feedback as part of their job as a consumer. Customers don t see themselves as passive consumers but rather empoweredactively participating in helping companies improve 4 0% 20% 40% 60% 80% 100% % of respondents Base: Those who have completed a customer satisfaction survey. Q25: Generally, why do you complete customer satisfaction surveys? Select all that apply.

5 I want to get a message across, be it good or bad, about my experience I m motivated by the knowledge that I have gotten it off my chest if it s a bad experience or I have personally rewarded someone s service if it s a good experience. Female,

6 It is customers disappointment or sense that they have been disrespected that drives them to speak up Expressed Poor Rating or Negative Response at Least Once No, 18% Yes, 82% When customers do give poor ratings it is disappointment or a sense that they have been disrespected that makes them speak up 6 Base: Those who have completed a customer satisfaction survey in the past 12 months. Q48: Of those [NUMBER OF SURVEYS COMPLETED] survey(s) that you completed in the past 12 months, for how many of them did you give a poor rating or negative complaint?

7 Moderator Q: What was the problem you experienced? A: A cashier was chatting with all the other employees and working so slowly that I spent more time checking out than I did shopping. Consumer Q: And I see that you did not get a response from the company you submitted the complaint to. How did you feel about that? A: Not a big surprise. I guess I just wanted some acknowledgement that my complaint was valid. 7 Q: What impact does not receiving a response have on your likelihood to do business with [retailer] in the future? A: Unfortunately, none. They are the only [store] in town. I simply save too much money to stop shopping there.

8 When customers take the time to speak up, they expect a personalized response, few receive one Overall, how satisfied were you with the response? Just 35% recall a response from the company, the last time they gave a poor or negative rating Satisfied (%8-10) 39% Indifferent (%5-7) 35% Dissatisfied (%0-4) 26% 8 Base: Those who have given a poor rating or negative complaint on a customer satisfaction survey. Q47a: Did you get a response from the company? Base: Those who received response from a company regarding poor rating/negative complaint. Q47b: Overall, how satisfied were you with the response? People who received a response

9 I also expected some follow-up from the company but that did not occur. If I have been a customer for years, I expect some consideration. Male,

10 Key Takeaways Follow up with customers after they provide feedback especially when the ratings are negative: Most companies are closing the door on customers before closing the loop on a bad experience. Not only is following up the right thing to do, but companies can differentiate themselves from those who fail to respond. Only 35% recall getting a response from the company the last time they gave a poor or negative rating on a customer feedback survey. Focus invitations and messaging around doing good and improving the company: Rewards are important for expressing appreciation, but good intentions are the top motivators for completing a customer satisfaction survey. Over half complete customer satisfaction surveys to share a positive experience or improve the company, while just 35% say they complete surveys to register a complaint. Metrics are key, but companies must also make customer satisfaction programs an important part of building and strengthening relationships: Approaching customer satisfaction programs as an experience with a shared common purpose between companies and customers lets companies find the most effective and satisfying way to communicate and respond to customers, whether they provide negative or positive feedback. 10

11 About this study Independent Research: Conducted through the CMB Consumer Pulse Data collected from 1,481 consumers, age 18+ in the United States through panel company, Research Now Data was collected through a 15 minute online questionnaire in October, 2011 As part of this research, imoderate Research Technologies conducted 21 conversations to provide additional context on Customer Satisfaction Surveys. Respondents were men and women over the age of

12 Consumer Pulse Team Jeff McKenna Senior Consultant Follow us on Read our blog at: blog.cmbinfo.com or Check us out on Facebook Jennifer Sage Senior Associate Researcher South Street, Boston, MA phone fax