Businesses can listen to feedback to gain customer satisfaction and loyalty

In the face of growing competition from the ecommerce market, companies have turned to analytics and retail technology as ways to learn more about their customers, but a recent survey by Empathica found they might not have to look so hard.

Many businesses are engaging in strategies to earn customer satisfaction and loyalty. In the face of growing competition from the ecommerce market, companies have turned to analytics and retail technology as ways to learn more about their customers, but a recent survey by Empathica found they might not have to look so hard.

In a recent Consumer Insights Panel, Empathica, an experience management company found customers are more than willing to provide businesses with feedback. The study revealed 85 percent of consumers offered companies insight about their shopping experiences, but less than half believed the brands made any changes based on their responses.

"Consumers really do want to provide feedback and engage in conversations with brands," said Dr. Gary Edwards, chief customer officer of Empathica.

"But at the same time, they are clearly disappointed," Edwards added. "They want to know that their feedback is being acted upon in ways that will drive meaningful changes to the customer experience at the locations they frequent."

To prove just that, 83 percent of surveyed consumers said they would be more loyal to a brand that took their feedback into consideration and used it as actionable insight. If businesses take a more proactive response to customer reviews about shopping experiences, they might find it's easier to make highly-targeted changes that will drive loyalty.