Qualtrics：2019年消費者如何提供反饋（英文版）（10頁）.pdf

1、DATA SNAPSHOT How Consumers Give Feedback, 2019 STUDY OF 10,000 U.S. CONSUMERS SHOWS HOW FEEDBACK CHANGES ACROSS 20 INDUSTRIES Bruce Temkin, CCXP Head of the Qualtrics XM Institute Maggie Mead Senior Research Associate David Segall Research Associate December 2019 Copyright 2019 Qualtrics. All right

2、s reserved. EXECUTIVE SUMMARY To understand how the quality of a customer experience good or bad can affect consumers behavior, we asked 10,000 U.S. consumers about their interactions with 294 companies across 20 industries. We then compared the results to similar studies weve done in previous years

3、. We found that people are more likely to talk about bad experiences than good experiences. When consumers do tell someone about an experience, only one-fifth of consumers provide that feedback directly to the company. We also looked at how consumer behavior differs across age groups. The data come

4、from the Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study an online study of 10,000 U.S. consumers. Survey respondents were representative of the U.S. Censusbasedonquotasforage,income,ethnicity,and geographic region. How Consumers Give Feedback, 2019 STUDY OF 10,000 U.S. CONSUMERS SHOWS

5、HOW FEEDBACK CHANGES ACROSS 20 INDUSTRIES FIGURES IN THE REPORT: 1.HowConsumersShareTheirExperiences 2.HowConsumersGiveFeedbacktoCompanies 3.Changes in How Consumers Give Feedback After a Very Good Experience,2017and2019 4.Changes in How Consumers Give Feedback After a Very Bad Experience,2017and201

6、9 5.How Consumers Across Age Groups Give Feedback After Very GoodExperiences 6.How Consumers Across Age Groups Give Feedback After Very BadExperiences 7.How Consumers Across Age Groups Give Feedback Directly to CompaniesAfterVeryGoodExperiences 8.How Consumers Across Age Groups Give Feedback Directl

7、y to CompaniesAfterVeryBadExperiences Copyright 2019 Qualtrics. All rights reserved. AUTHORS BruceTemkin, CCXPHeadof theXMInstitute MaggieMeadSeniorResearchAssociate DavidSegall ResearchAssociate PUBLICATION DATE December2019 2 Thinking about the VERY GOOD and VERY BAD experiences youve recently had

8、 with any company, which of the following things did you do after the interaction? Select all that apply:KEY TAKEAWAYS This chart looks at how consumers behaved after having a very good or very bad interaction with a company. ABOUT 4.5% 9.9% 10.7% 20.1% 19.3% 33.7% 4.3% 11.4% 10.9% 18.7% 30.9% 36.7%

9、 Wrote something about it on Twitter Put a comment or rating about the company on a 3rd party site like Yelp or TripAdvisor Wrote something about it on Facebook Sent feedback directly to the company via a call, letter, email, or on their website I did not tell anyone about the experience Told friend

10、s about it via email, phone, or in person After a VERY GOOD ExperienceAfter a VERY BAD Experience +Only one-fifth of consumers send direct feedbacktocompanies,regardlessof whether they had a very good or very bad experience. +People are more likely tosend feedback toa company after a very bad experi

11、ence than afteraverygoodexperience. +Regardless of whether the experience was good or bad, consumers who discussed their experiences are most likely to tell their friends about it in person, via email, or by thephone. 3 How Consumers Share Their Experiences Base: 10,000 U.S. consumers Source: Qualtr

12、ics XM Institute Q2 2019 U.S. Consumer Benchmark Study Copyright 2019 Qualtrics. All rights reserved. How Consumers Give Feedback to Companies KEY TAKEAWAYS This chart looks at the channels that consumers use to directly contact a company after having a very good or very bad experience. ABOUT How di

13、d you contact a company after a VERY GOOD or VERY BAD experience? Select all that apply. (Of those who contacted companies) +Consumers use different channels to share negative and positive feedback with a company. +Companies are most likely to hear about very bad experiences through emails and veryg

14、oodexperiencesfromonlinesurveys. +Phone calls are biased. More than 2x as many consumers called a company directly to provide feedback after a very bad experience (5%), compared to a very good one(2%). 1.8% 2.7% 5.1% 3.6% 5.0% 8.8% 7.5% 2.1% 2.8% 1.8% 4.8% 4.1% 5.1% 10.2% Submitted a comment on the

15、companys mobile app Put a message on the companys Facebook page Called the company Responded to a survey over the phone Filled out a form on the companys website Sent an email to the company Filled out an online survey sent from the company After a VERY GOOD ExperienceAfter a VERY BAD Experience 4 B

16、ase: 10,000 U.S. consumers Source: Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study Copyright 2019 Qualtrics. All rights reserved. Changes in How Consumers Give Feedback After a Good Experience, 2017 and 2019 Base: 10,000 U.S. consumers Source: Temkin Group Q3 2017 Consumer Benchmark Stu

17、dy, Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study Thinking about a VERY GOOD experience youve recently had with a company, which of the following things did you do after the interaction? Select all that apply. KEY TAKEAWAYS This chart looks at how consumers behaved after having a very

18、 good experience with a company, in 2017 and 2019. ABOUT 5 +Slightly fewer consumers are sharing their verygoodexperiences.Only69%of consumers who had a very good experience told someone about it in 2019, compared to 66%in2017. +Facebook and Twitter saw modest declines a decrease of 4 and 2 percenta

19、ge-points, respectively in consumers who share their experiences via these platforms from 2017to2019. 6.5% 14.8% 10.7% 20.2% 34.0% 44.0% 4.3% 10.9% 11.4% 18.7% 30.9% 36.7% Wrote something about it on Twitter Wrote something about it on Facebook Put a comment or rating about the company on a 3rd part

20、y site like Yelp or TripAdvisor Sent feedback directly to the company via a call, letter, email, or on their website I did not tell anyone about the experience Told friends about it via email, phone, or in person 2019 2017 Copyright 2019 Qualtrics. All rights reserved. KEY TAKEAWAYS +Eighty percent

21、of consumers who had a bad experience told someone about it in 2019, a 7percentagepoint increasefrom2017. +Facebook and Twitter saw modest declines a decrease of 7 and 3.5 percentage points, respectively in consumers who share their experiences via these platforms from2017to2019. ABOUT 6 Changes in

22、How Consumers Give Feedback After a Bad Experience, 2017 and 2019 Base: 10,000 U.S. consumers Source: Temkin Group Q3 2017 Consumer Benchmark Study, Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study 8.0% 11.1% 17.1% 27.0% 26.7% 46.7% 4.5% 9.9% 10.7% 19.3% 20.1% 33.7% Wrote something about

23、 it on Twitter Put a comment or rating about the company on a 3rd party site like Yelp or TripAdvisor Wrote something about it on Facebook I did not tell anyone about the experience Sent feedback directly to the company via a call, letter, email, or on their website Told friends about it via email,

24、phone, or in- person 2019 2017 Thinking about a VERY BAD experience youve recently had with a company, which of the following things did you do after the interaction? Select all that apply. This chart looks at how consumers behaved afterhavingaverybadexperiencewitha company, in 2017 and 2019. Copyri

25、ght 2019 Qualtrics. All rights reserved. How Consumers Across Age Groups Give Feedback After Good Experiences KEY TAKEAWAYS +Likelihood to share feedback after a good experience decreases with age. Consumers aged 75 and above were the least likely to tell someoneabout theirgoodexperience. +There is

26、little variation across age groups in consumerslikelihood to give feedback directlytoacompany. +Consumers are least likely to use Twitter to contactacompanyfollowingagood experience, regardlessof theirage. This chart looks at what consumers across different age categories say they do after having a

27、very good experience with a company. ABOUT 7 Thinking about a VERY GOOD experience youve recently had with a company, which of the following things did you do after the interaction? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475 and older I did not t

28、ell anyone about the experience Put a comment or rating about the company on a 3rd party site like Yelp or TripAdvisor Sent feedback directly to the company via a call, letter, email, or on their website Told friends about it via email, phone, or in- person Wrote something about it on Facebook Wrote

29、 something about it on Twitter Base: 10,000 U.S. consumers Source: Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study Copyright 2019 Qualtrics. All rights reserved. How Consumers Across Age Groups Give Feedback After Bad Experiences KEY TAKEAWAYS ABOUT 8 0% 5% 10% 15% 20% 25% 30% 35% 40% 1

30、8 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475 and older I did not tell anyone about the experience Put a comment or rating about the company on a 3rd party site like Yelp or TripAdvisor Sent feedback directly to the company via a call, letter, email, or on their website Told friends about it via

31、 email, phone, or in- person Wrote something about it on Facebook Wrote something about it on Twitter This chart looks at what consumers across different age categories say they do after having a very bad experience with a company. +Likelihood to share feedback after a bad experience decreases with

32、age. Consumers aged 75 and above were the least likely to tell someoneabout theirbadexperience. +Consumers aged 18 to 34 are the most likely to share with someone after having a bad experience with a company, and this is trueforgoodexperiencesaswell. +Consumers are least likely to use Twitter to con

33、tactacompanyfollowingabad experience, regardlessof theirage. Thinking about a VERY BAD experience youve recently had with a company, which of the following things did you do after the interaction? Base: 10,000 U.S. consumers Source: Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study Copyri

34、ght 2019 Qualtrics. All rights reserved. How Consumers Across Age Groups Give Feedback Directly to Companies After Good Experiences KEY TAKEAWAYS +The proportion of consumers who filled out an online survey sent from a company to share feedback after a good experience increasesconsistentlywithage. +

35、Across all age groups, consumers are fairly unlikely to call a company directly to share feedback after a good experience, although thisproportionincreasesslightlyfor consumersage65andolder. +Similarly, consumers of all ages are unlikely to use a companys mobile app to share feedbackafteragoodexperi

36、ence. This chart looks at the different ways consumers shared their feedback directly to companies after having a very good experience. ABOUT 9 How consumers who contacted a company after a VERY GOOD experience communicated with the company: 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 18 to 2425 to 34

37、35 to 4445 to 5455 to 6465 to 7475 and older Called the company Filled out a form on the companys website Filled out an online survey sent from the company Put a message on the companys Facebook page Responded to a survey over the phone Sent an email to the company Submitted a comment on the company

38、s mobile app Base: 10,000 U.S. consumers Source: Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study Copyright 2019 Qualtrics. All rights reserved. How Consumers Across Age Groups Give Feedback Directly to Companies After Bad Experiences KEY TAKEAWAYS +Elderly consumers (age 65 and older) a

39、re significantly more likely tocall a company to provide feedback after a bad experience thanyoungerconsumers. +Across all age groups, consumers are fairly unlikely to use a companys mobile app to sharefeedbackafterabadexperience. +Consumers 45 and older are less likely to useFacebooktoprovidefeedba

40、ck, compared to younger consumers. This is alsotrueforgoodexperiences. ABOUT 10 How consumers who contacted a company after a VERY BAD experience communicated with the company: 0% 5% 10% 15% 20% 25% 30% 35% 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475 and older Called the company Filled out a

41、form on the companys website Filled out an online survey sent from the company Put a message on the companys Facebook page Responded to a survey over the phone Sent an email to the company Submitted a comment on the companys mobile app This chart looks at the different ways consumers shared their feedback directly to companies after having a very bad experience. Base: 10,000 U.S. consumers Source: Qualtrics XM Institute Q2 2019 U.S. Consumer Benchmark Study Copyright 2019 Qualtrics. All rights reserved.