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RESEARCH, ANALYSIS & TRENDS

Qualtrics research reveals the business impact

of responding to customer feedback

Qualtrics, the leader in experience management (XM), intelligently to feedback in real-time. Inspired by the
revealed the extent to which Singaporean businesses insights, companies can not only react to feedback but
are responding to customer feedback and the also take actions to deliver a better experience next
subsequent impact on business outcomes. time.,” said Foo Mao Gen, Head of Southeast Asia,
Qualtrics.
The Qualtrics State of Customer Feedback report, which
surveyed 500 consumers, found that 42% of First impressions count
Singaporean organization failed to act upon
acknowledged feedback from customers, whereby 10% Findings emphasize the importance of making a
said they were ignoring them entirely. This means that positive first-impression on consumers, with
just under half of customer feedback is being actioned in respondents more likely to share a negative experience
Singapore, with 48% respondents saying changes had (58%) than a positive one (26%) following the first
been made based on their feedback. engagement. Males were also found to be more likely
(35%) to submit negative feedback compared to
A failure to act on insights and address negative females (25%).
experiences has an adverse effect on loyalty, according
to the Qualtrics study. Unresolved negative experience Positive experiences with employees also lead to more
means 84% consumers are less likely to buy again. feedback being shared. Three in ten (30%) of
When the experience is resolved however, 54% of respondents said they would share feedback following
respondents are more likely to purchase again. a positive engagement, compared to 15%, who said a
bad experience prompted feedback. Additionally,
“Through these findings Qualtrics aims to demonstrate positive employee feedback is given over two times as
the importance of acting upon feedback, and best often as negative employee feedback.
practices for doing so across platforms and
demographics. Organizations can engage with Know How to Respond Across Channels
customers on their terms, interact with them when and
where it suits them, and get straight to the issues that The speed at which customers expect responses vary
matter using dynamic data collection tools that adapt

6 April 2019 - Personalized & Customer-Centric Content Marketing