Research Reveals that the Lack of Communication Between Businesses and their Customers in the UK is Down to Customers Believing that Businesses Just Don't Care

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Consumers are not telling brands about their negative customer feedback because they don’t believe businesses care, according to some startling research revealed by Rapide.

Research has found that communication between UK businesses and their customers is so low as customers believe businesses do not care about their feedback!
This research has shown the extent of the problem and the seeds of a solution.

The online research, commissioned by Rapide in association with YouGov, also highlighted that businesses are missing out on good news too. But with brands being perceived as disinterested and uncaring, resulting in a lack of communication from customers, vital customer feedback is being lost and so too are customers – not good news in a tough economic climate.

Nearly half (43%) of customers surveyed around the UK explained they don’t think it is worth complaining as companies simply don’t care. This is consistent with the finding that 9 out of 10 people (91%) don’t always complain when they receive poor customer service, meaning brands aren’t getting the chance to appease customers before they walk away.

The research also demonstrates that, on the flipside, some brands could be missing out on positive customer feedback – only 27% said they either always or often feedback when they’ve had great customer service.

Nigel Shanahan, Managing Director at Rapide, commented: “The research highlights a huge issue for businesses. If the customer is not talking, whether to complain or to compliment, brands are missing an opportunity to improve their customer service and build brand advocacy, which is the life-blood of business success. Brands are working in the dark if they don’t know what their customers are thinking and saying.”

Interestingly, more than half (51%) of those questioned agreed that if they don’t complain about poor customer service then they can’t expect it to improve. Quite ironic given the amount of people who don’t always complain due to their opinion that companies do not care. So what can businesses do to change customer behaviour and show they are listening and responding to customers’ experiences, both good and bad?

The survey revealed customers would be more likely to give feedback if they knew there would be an instant response (81%). Plus incentives really make a difference, with the majority of customers (78%) confirming that they would be more likely to give feedback for rewards.

Shanahan, explained: “This research has shown the extent of the problem and the seeds of a solution. Now businesses need to act to reconnect with customers. Through Rapide’s multi-channel customer feedback platform, Rant and Rave, we are already helping over half of the FTSE 350 to effectively capture and respond to customer feedback in real-time. Rant and Rave is generating outstanding results for a wide range of businesses in every sector who are showing they are listening and do care about their customers’ experience.”

To learn more about real-time customer engagement, call us on +44 (0)2476 011 911.


Company Information:

Rapide was launched in 2000 by Nigel Shanahan and is one of the UK’s leading customer engagement specialists, providing customer engagement solutions that drive advocacy to half of the FTSE.

They produce state-of-the-art proactive communication and fast feedback technology that lets their clients increase revenue and reduce churn by listening and reacting to the Voice of the Customer in real-time.

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Jennifer Morris
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