Analysis of US Consumer Feedback Behavior | Empathica Consumer Insights Panel

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To download full report and read more about consumer feedback behaviors, visit http://cem.empathica.com/Consumer-Insights-Retail-Consumer-Feedback

The Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500 U.S. consumers, evaluating consumer perceptions on topics ranging from customer feedback behaviors to the use of technology in retail shopping experiences. The Consumer Insights Panel survey was conducted in the context of a broader study of consumer shopping intentions and customer satisfaction as reported by thousands of consumers across the country.

The survey showed that while consumers provide ongoing feedback to brands, many of them feel that the message is not getting through. Results showed that consumers are extremely willing to offer feedback, with more than four out of five respondents indicating that they have provided at least some form of feedback to retailers. However, just 46 percent of consumers believe that brands actually use feedback to improve customer experiences, and only 52 percent believe that retailers share feedback with local stores.

The Consumer Insights Panel also revealed the ways in which technology is reshaping the retail experience. Half of consumers with smartphones confirm that they have used their devices to perform online reviews or mobile price comparisons while in-store. Although price comparisons are the most common mobile activity in-store (55% of smartphone users), consumers are increasingly using their devices to scan QR codes (34%) or write online product reviews (9%).

In the area of brand advocacy and referrals, social media is having an undeniable influence on purchase decisions. The study showed that three-quarters of consumers have used Facebook to help make retail or restaurant decisions, and approximately half of consumers have selected a new retailer or restaurant based on a recommendation they received via social media.

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Analysis of US Consumer Feedback Behavior | Empathica Consumer Insights Panel

  1. 1. Empathica ConsumerInsights PanelAnalysis of U.S. Consumer Feedback BehaviorsWave 1 2012Big Box RetailAuthor:Dr. Gary Edwards, Chief Customer Officerwww.empathica.com
  2. 2. Table of ContentsExecutive Summary  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Most Consumers Are Willing to Provide Feedback,Few Believe It Makes a Difference  . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Consumers Willing to Provide Feedback Without Incentives . . . . . . . . . . . . . . . . . 5One in Ten Smartphone Owners Have Written a Reviewon a Website or Social Media Platform While In-Store  . . . . . . . . . . . . . . . . 5 The Use of Social Media in Decision-Making . . . . . . . . . . . . . . . . . . . . . . . . . 6Infographic: U.S. Consumer Usage of Social Mediato Make Shopping Decisions  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
  3. 3. Empathica Consumer Insights Panel — Analysis of U.S. Consumer Feedback BehaviorsExecutive Summary “One of the key takeawaysAnalysis of U.S. Consumer Feedback Behaviors from our latest research is that brands needThe Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500U.S. consumers, evaluating consumer perceptions on topics ranging from customer to proactively engagefeedback behaviors to the use of technology in retail shopping experiences. The with their customersConsumer Insights Panel survey was conducted in the context of a broader study ofconsumer shopping intentions and customer satisfaction as reported by thousands transparently throughof consumers across the country. mobile and social channels – and evenThe survey showed that while consumers provide ongoing feedback to brands,many of them feel that the message is not getting through. Results showed that encourage negativeconsumers are extremely willing to offer feedback, with more than four out of five reviews to be made public.respondents indicating that they have provided at least some form of feedback toretailers. However, just 46 percent of consumers believe that brands actually usefeedback to improve customer experiences, and only 52 percent believe that retailers The credibility brandsshare feedback with local stores. gain from publishingThe Consumer Insights Panel also revealed the ways in which technology is reshaping all reviews far exceedsthe retail experience. Half of consumers with smartphones confirm that they have the amount of damageused their devices to perform online reviews or mobile price comparisons while in- that can be inflicted bystore. Although price comparisons are the most common mobile activity in-store(55% of smartphone users), consumers are increasingly using their devices to scan the occasional negativeQR codes (34%) or write online product reviews (9%). comment. NegativeIn the area of brand advocacy and referrals, social media is having an undeniable user reviews are notinfluence on purchase decisions. The study showed that three-quarters of consumers necessarily a brandhave used Facebook to help make retail or restaurant decisions, and approximately half destroyer.”of consumers have selected a new retailer or restaurant based on a recommendationthey received via social media. Dr. Gary Edwards Chief Customer Officer | Empathica 3

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