Customer Service

Majority of consumers aren’t happy with brand relationship

Photo by istock.com

July 25, 2022

Just over a third, 35%, of customers are completely satisfied with their brand relationships and the small number reflects the need for retailers to boost customer satisfaction.

That's a prime finding of R/GA's latest Brand Relationship Design report, according to a press release.

"Something's clearly not working, and we set out to uncover what that is," Global CMO Ashish Prashar said in the release. The research study polled 13,500 U.S. consumers.

R/GA focused on four categories — tech, financial services, retail and hospitality — to see how different attributes stack up when it comes to customer satisfaction.

Additional findings include:

• What customers really want are experiences that are easy to use, from onboarding to troubleshooting. Ease of use and first impression are the top contributors to customer satisfaction and retention.
• Only around one in five customers (21%) are a member of brand community initiatives and communities have little impact on satisfaction.
• Less than a third (32%) of respondents strongly agree that they are rewarded with things that matter to them.

"Our research showed that when brands harness the power of selective restraint and design experiences by being intentionally reductive, they're more likely to achieve highly satisfied customers," Paul Turzio, global head of data, marketing sciences and CRM at R/GA, said in the release. "However, building customer satisfaction requires more than just conventional user friendliness."