  Customer Satisfaction Research by Coventry University 2008 |
Customer Feedback Software
Customer Satisfaction: How customers like to give feedback
Customer Feedback Behaviour - Thompson & Sheth, Coventry University, 2008.
Coventry University have recently undertaken research to investigate the behaviours and preferences of the public when giving customer feedback, relating to customer satisfaction. Read the summary below for some interesting and critical observations for those seeking to collect and analyse customer insight.
How do customers want to give their feedback?
This research uncovered some interesting results on how the public prefer to voice their customer satisfaction perceptions. There appears to be a strong bias towards onsite customer feedback software devices for measuring customer satisfaction, particularly using Touch Screens. The graph indicates the top 3 feedback methods which customers are happy to use:
 Graph.png) Customer Feedback Preferences |
It is interesting to note the contrast between 'onsite' and 'offsite' customer feedback, relating to age:
63% of people over 65 were comfortable with touch screens, but this figure plummeted to 12% for online satisfaction surveys.
The research has found the demographic representation of a sample can also be significantly affected by the length of the customer satisfaction surveys. Over 80% of those surveyed were prepared to complete a survey lasting up to 5 minutes - but no longer. This would typically be less than 15 questions. Those happy to give their opinions for a longer period, are significantly biased towards the retired and unemployed.
How do you maximise the feedback on customer satisfaction?
Only 12% of respondents didn’t want to give customer feedback or 'couldn’t be bothered'. This was significantly increased in the 45 – 54 age bracket.
The vast majority of shoppers were happy to give customer feedback, but didn’t know where they could, on the proviso that it met the '5 minute rule'.
80% of those surveyed wished to give feedback on exit or by the counter. This represents a great opportunity for retailers and service providers to hear fresh customer satisfaction views. Within the customer's rules, it must be:
• Onsite
• Quick
• Visible
• At the end of the transaction
