Two-thirds of customers are more likely to shop at supermarkets that make it easier for them to give feedback, according to new research by Fizzback, the instant feedback company. In addition to this, 12% of customers said that they would shop more often at a supermarket if they had an effective feedback management system in place. This behavior was strongest (15%) amongst the relatively affluent ABC1 demographic group.
The research, conducted by Gfk NOP, also revealed interesting insight into consumer psychology, showing that, although 87% of customers did not give any feedback the last time they received good service, if supermarkets made it easier for them to give feedback 47% of customers would be more likely to give positive feedback.
In terms of complaints handling, 80% of customers who had made a complaint and didn’t get a response would be more likely to go to another supermarket, especially amongst infrequent shoppers (97%). However, if they had had a complaint addressed immediately 21% of customers would shop more regularly.
“Retail analysts have long realized the importance of proactive customer service but this research confirms that listening to customers can actually change their behavior and increase their value in both the short and long term” comments Rob Keve, CEO, The Fizzback Group.
