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Why Collecting Consumer Feedback Is Challenging

Marketers need to understand the customer’s overall experience

March 14, 2016 | Retail & Ecommerce

Collecting consumer feedback can be beneficial for marketers who want to better understand their customers. However, there are challenges, like knowing what to ask.

Biggest Challenges of Collecting Customer Feedback According to Businesses Worldwide, June 2015 (% of respondents)

In June 2015, SurveyMe polled 2,500 businesses that are clients of the SurveyMe app. One-third of businesses worldwide said that knowing what to ask consumers was one of the biggest challenges of collecting customer feedback.

Additionally, 20% said that the time it takes to survey people was a challenge, and 17% said the time it takes to create questions is also challenging.

Cost, time analyzing the feedback, as well as the time to input respondents were other big challenges that respondents said they faced. Only 10% of businesses worldwide said that there were no challenges.

US Internet Users Who Have Stopped Doing Business with a Company due to Poor Customer Service, by Industry and Generation, Oct 2015 (% of respondents in each group)

It’s important for marketers to understand the customer’s overall experience. For one, there are customer service channels that frustrate consumers—and consumers will abandon a company because of poor customer service.

An October 2015 survey from Aspect and Conversion Research was in line with this as well. In fact, more than half of US internet users have stopped doing business with a general retail company due to poor customer service.

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