Consumers Sharing Feedback Do So With Positive Intent

February 6, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Personalization | PR

cmb-reasons-for-completing-survey-feb-2012.jpg57% of consumers who have completed a customer satisfaction survey said they did so in order to share a good experience, while half did so to improve the company, according to [download page] a survey released in February 2012 by Chadwick Martin Bailey (CMB). And although a significant proportion have more selfish motives, such as obtaining discounts (45%), entering into a raffle or sweepstakes (40%), or receiving a free gift (28%), many also complete surveys to praise a specific employee (39%) and to receive better service or products from the company (37%).

Completion Rates Low, Though

Only 27% of survey respondents who had been asked to complete a customer satisfaction survey in the past 12 months agreed to do so. Of those, the majority completed surveys somewhat frequently (3-10 times – 55%), while a greater proportion completed them frequently (11 or more times – 25%) than infrequently (1-2 times – 20%).

According to a survey released in January 2012 by Cint, money incentives (55%) would make most global consumers more inclined to carry out market research for a brand, followed by a free product (34%).

Customers Not Afraid to Express Dissatisfaction

Data from CMB’s “Opening the Door to Customer Engagement” indicates that consumers appear ready to share their frustrations with companies through satisfaction surveys: of those who had completed a survey in the past 12 months, the vast majority (82%) said they had expressed a poor rating or negative response at least once.

Overall, roughly one-third of respondents who had completed a survey did so specifically to register a complaint.

Most Companies Not Responding Well

Companies may be missing an opportunity to engage with dissatisfied customers. In fact, of customers who reported having given a poor rating or negative complaint on a customer satisfaction survey, just 35% recalled a response from the company the last time they gave a poor rating. And of those who received a response, only 39% said they were satisfied with the response (giving a rating of 8 or higher on a 10-point scale), while 35% were indifferent (a rating of 5-7) and roughly one-quarter were dissatisfied (a rating of 0-4).

About the Data: The CMB results are based on a survey conducted through the CMB Consumer Pulse. The data was collected through a 15-minute online questionnaire in October 2011, from 1,481 consumers aged 18 and older in the US through panel company Research Now.

45th Parallel Design Ad

Explore More Charts.

Pin It on Pinterest

Share This