Consumer Behavior

Negative experiences trigger most consumer feedback

Photo: Adobe Stock

April 8, 2024

Customers are more likely to provide feedback when expectations aren't met, if there is poor product or service quality and if an issue goes unresolved.

That's a prime finding of a report from A Closer Look, entitled "Beyond Surveys: A Deep Dive into Customer Experiences and the Path to Brand Loyalty." The study, based on three customer surveys with a total of 3,242 responses, offers these highlights:

• 80% of customers prioritize better customer experiences over cheaper pricing, and 71% choose it over a more convenient location.
• Only 20% of customers frequently write online reviews, indicating that review sites may not capture the authentic opinions of the majority.
• 87% of customers state that implementing a universal, simple, and private feedback method would increase their likelihood of sharing input.

"Our research underscores the importance of building emotional connections with customers to foster true, long-term loyalty," Chris Gillen, CEO of A Closer Look, said in a press release. "By leveraging the insights in 'Beyond Surveys,' brands can develop strategies that create exceptional experiences and meaningful relationships that transcend transactional rewards and discounts."