Retail consumer-report


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Retail consumer-report

  1. 1. The Retail Consumer ReportSponsored by RightNow® ©2011 RightNow Technologies. All rights reserved. RightNow and RightNow logo are trademarks of RightNow Technologies Inc. All other trademarks are the property of their respective owners.
  2. 2. The Retail Consumer Report Bring Back Unhappy Customers via Social Media Research shows that when consumers have a bad experience, they will not come back. And now, more than ever, unhappy consumers are turning to the social web to share their complaints. However, retailers have an opportunity to fight back and use social media to turn unhappy customers into brand advocates. The Retail Consumer Report, commissioned by RightNow and conducted online by Harris Interactive in January 2011 among 1,605 online U.S. adults who shopped online during the most recent holiday season, provides a pulse check of the current state of customer experiences. Specifically, how retailers are using social media to win back customers and drive buying decisions. 2Share This
  3. 3. The Retail Consumer Report BringÊBackÊ UnhappyÊCustomers viaÊSocialÊMedia $$$ HowÊdoÊretailersÊrespondÊ whenÊconsumersÊpostÊ negativeÊreviewsÊonÊsocialÊ networkingÊsitesÊsuchÊasÊ Citysearch,ÊFacebook,Ê TwitterÊandÊYelp. 68% ofÊconsumersÊwhoÊpostedÊaÊcomplaintÊorÊ 32% ofÊconsumersÊwhoÊpostedÊaÊcomplaintÊ negativeÊreviewÊonÊaÊsocialÊnetworkingÊsiteÊ orÊnegativeÊreviewÊonÊaÊsocialÊ afterÊaÊnegativeÊholidayÊshoppingÊexperienceÊ networkingÊorÊratings/reviewsÊsiteÊ wereÊcontactedÊbyÊtheÊretailer afterÊaÊnegativeÊholidayÊshoppingÊ experienceÊwereÊignored FollowingÊthatÊcontact; 34% deletedÊtheirÊoriginalÊnegative review 61% wouldÊhaveÊbeenÊshocked ifÊtheÊretailerÊresponded 33% turnedÊaroundÊandÊpostedÊa positiveÊreview 18% becameÊaÊloyalÊcustomerÊand boughtÊmore 3Share This
  4. 4. The Retail Consumer Report Unhappy Customers Can Be Won Back via Social Media FAST FACT 68% of consumers who posted a complaint or negative review on a social networking or ratings/reviews site after a negative holiday shopping experience got a response from the retailer. Of those, 18% turned into loyal customers and bought more. 68% of consumers who posted a Paying attention to consumer’s negative comments on social media can make complaint or negative review a big difference. By listening and proactively responding on the social web, retailer on a social networking after have a chance to turn disgruntled customers into social advocates. The survey found a negative holiday shopping experience got a response that, of those who received a reply in response to their negative review: from a retailer. • 33% turned around and posted a positive review. Of those: 18% • 34% deleted their original negative review. However, consumer’s have fairly low expectations that retailers will respond to their negative posts. Of the 32% of consumers that did not receive a response turned into loyal customers 33% to their negative review from the retailer, the survey confirmed: • 61% of consumers would be shocked if a retailer responded to their negative comment on the social web. turned around and posted a positive review FAST FACT Great Customer Service Drives Buying Decisions A full half of consumers cited great customer service and/or a previous positive 50% of consumers say great customer service/experience experience as influencing their decision to buy from a specific online retailer. influences their decision to buy from a specific online retailer The data underscores that customer experiences shape consumers’ decision to buy or not to buy from a specific retailer. For example, after a positive shopping experience, FAST FACT • 31% of consumers purchased more from the retailer. After a positive shopping experience, 31% Social advocacy can also help drive sales, the survey found: • Nearly a third of consumers researched what customers said on social networking and reviews websites while shopping online. purchased more from the retailer FAST FACT On the flip side, poor customer experiences can stop consumers in their tracks and 28% kill a potential sale. The survey found, after a negative holiday shopping experience with an online retailer: • 21% of consumers decided not to buy anything from the retailer. of consumers looking for information or support with online shopping researched what other customers said on social networking and reviews websites 4Share This
  5. 5. The Retail Consumer Report Happy Customer = Brand Advocate For those consumers that had a positive holiday shopping experience with an online FAST FACT retailer during the past holiday shopping season, • • 21% recommended the retailer to friends. 13% posted a positive online review about the retailer. 21% of consumers that have great customer experiences To support consumer brand advocacy, it is imperative that retailers ensure the recommend the retailer information on their website is accurate and consistent. The survey found that 38 percent to friends of consumers turned to the retailer’s website for information or support with online shopping. However, one of the top frustrations consumers had when shopping online was a lack of consistent information from retailers. Specifically, 22 percent of consumers were frustrated by information that was inconsistent between the retailer’s website and customer service agents. For further research on how customer experiences impact the bottom line— including that 85% of consumers said they would be willing to pay anywhere between 5-25% over the standard price to ensure a superior customer experience—check out the Customer Experience Impact Report 2010. Our solutions: RightNow CX RightNow Social RightNow The Customer Experience Suite Engage RightNow RightNow RightNow Contact Center Web Experience CX Cloud Platform Be social with us: Twitter Facebook YouTube LinkedIn RightNow Blog 5Share This
  6. 6. The Retail Consumer Report ABOUT RIGHTNOW RightNow is helping rid the world of bad experiences one consumer interaction at a time, eight million times a day. RightNow CX, the customer experience suite, helps organizations deliver exceptional customer experiences across the web, social networks and contact centers, all delivered via the cloud. With more than ten billion customer interactions delivered, RightNow is the customer experience fabric for nearly 2,000 organizations around the globe. To learn more about RightNow, go to RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of The NASDAQ Stock Market LLC. METHODOLOGY This survey was conducted online within the United States by Harris Interactive on behalf of RightNow Technologies, Inc. via its Quick Query omnibus product between January 25-27, 2011 among 2,516 adults (aged 18 and older), of whom: 1,605 shopped online during the most recent holiday season (defined as the period between Halloween and New Year’s); 1,556 had positive experiences with online retailers; and 898 had negative experiences with online retailers. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Data are weighted to be representative of the national population of online adults. All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal. Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated. 6Share This