News: Shoppers Talk, But Doubt Stores Listen

June 14, 2012 | MediaPost Publications

Article Excerpt:

Call it the customer feedback riddle: A new survey shows that while 85% of shoppers say they provide customer feedback to stores when asked, only 29% believe it does any good. And only two in five think retailers care what they say, anyway. The study, conducted by Empathica, a Toronto-based customer-experience consultant, and based on feedback from 6,500 U.S. consumers, revealed widespread cynicism about stores’ endless customer-feedback efforts. Only 46% think brands actually use feedback to make constructive changes, and only 52% think chains go to the trouble of conveying the feedback to individual locations. But 81% wish they would. read more »

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