Coventry University Research

Customer Feedback Behaviour - Thompson & Sheth, Coventry University, 2008
Coventry University undertook research to investigate the behaviours and preferences of the public when giving feedback relating to customer satisfaction. The summary below reveals some critical observations for those seeking to collect and analyse customer insight.

How do customers want to give feedback?
The research uncovered some interesting results regarding the public's preferences in terms of voicing customer satisfaction perceptions. There is a strong bias towards onsite customer feedback software devices, particularly using touch screens. The graph indicates the top 3 feedback methods customers are willing to use:

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 found the demographic representation of a sample is significantly affected by the length of the customer satisfaction surveys. Over 80% of those asked were prepared to complete a survey lasting up to 5 minutes, but no longer. Typically, this would be under 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 significantly increased within the 45 – 54 age bracket. The vast majority of those asked were happy to give customer feedback 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 maximise their customers' feedback. Within the customers' rules, it should be:

• Onsite
• Quick
• Visible
• At the end of the transaction