Dive Brief:
- When selecting a brand to do business with, good customer experience sways customers decisions. Four in 5 customers choose a better customer experience over cheaper pricing, according to a report from A Closer Look released Monday. The market research firm conducted three surveys totaling more than 3,000 respondents.
- However, less than a third of customers share their positive feedback about their customer experience with a brand, according to the survey.
- Customers are more likely to share negative feedback. More than one-third of customers say they provide feedback when their experience falls short of their expectations, and another 1 in 5 provide feedback to share constructive criticism.
Dive Insight:
Good customer experiences influences where customers choose to shop, but a brand’s reputation for CX isn’t always visible to potential customers.
A brand's reputation can factor into customer choice; 85% of respondents said they “usually” or “always” prefer the brand known for exceptional CX over its competitors, the survey found. Another 7 in 10 choose a better customer experience over a more convenient location.
These findings stress the importance of brands showcasing positive feedback to improve their customer experience reputation, according to A Closer Look.
Customers often look to reviews before purchasing from a brand. A survey from Celigo found that more than 3 in 5 customers look for reviews on the retailer’s website to inform their purchasing decisions.
Brands can also make it easier for customers to share feedback. Nearly 90% said they would be more likely to share input if brands had a universal, simple and private feedback method, according to A Closer Look’s survey.
