Customer feedback: the value of listening
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Using the latest GO Technology research by Zonal and CGA, we look at the value of encouraging feedback from your customers.
![Promote your venue
to other potential
customers
Finetune and
strengthen your
offering
Customer
feedback:
the value of
listening
7 new customers must be found to equal the
revenue of a single repeat customer.[i]
New customers are expensive.
Listening to customers is a powerful tool
for retention. Feedback allows you to:
Who leaves feedback?
Feedback doesn’t just happen
Collecting and acting on feedback shows you care about
the customer and their experience.
41% of consumers
have reviewed
food and drink
experiences
Millennials (24-34)
are most likely to
leave feedback
Word of mouth is the primary factor behind
20 to 50% of all purchasing decisions[iii]
Women are 8%
more likely to leave
feedback than men
Tripadvisor is the
most popular
feedback site – 37%
of people read/write
reviews there[ii]
7 New
customers
=
1 Repeat
customer
Provide retrospective
support to customers
41%
37%
8%
21st
century
Happy customers tell 9 people
about their experiences[iv]
Feedback is precious:
Just one in 27 customers
will tell you there’s a
problem. The rest tell their
friends or leave Tripadvisor
reviews instead.
Most prefer to leave feedback
after the event:
63% of reviews
are left between 1 and
48 hours later
Customers do read reviews, and
pay attention to other peoples’
feedback
Even if they don’t leave a review,
customers do talk about your
business on social media
Keep a close eye on Twitter,
Facebook and other social
networks to get an honest opinion
of what your customers think
Ask customers to leave
feedback – and incentivise
them in return
Feedback needs to be acted
on, or you waste important
opportunities to improve CX
Building feedback collection
into your checkout experience
will help you gather the
information you need.
© 2018 Zonal All Rights Reserved
1 Tanfield | Edinburgh | UK | EH3 5DA
info@zonal.co.uk | 0800 131 3400
Conclusion
Feedback is an opportunity to
improve services – not just a tool
for angry customers to vent
Customer experience (CX) is
defined by customer preference
– if you don’t know what they
want/expect, your CX will always
disappoint
Reviews are a powerful tool for
promoting your venues
Encourage your team to solicit
feedback – and to act on it
Technology is crucial to collecting
and analysing feedback to identify
improvements
Key Takeways
64% of people read or
write reviews
65% of people
expect a reward for
leaving feedback
Unhappy customers tell
16 people
63% 64% 65%
Identify areas of
improvement within
your operations](https://image.slidesharecdn.com/customerfeedbackthevalueoflistening-180731111834/85/Customer-feedback-the-value-of-listening-1-320.jpg)
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Customer feedback: the value of listening
- 1. Promote your venue to other potential customers Finetune and strengthen your offering Customer feedback: the value of listening 7 new customers must be found to equal the revenue of a single repeat customer.[i] New customers are expensive. Listening to customers is a powerful tool for retention. Feedback allows you to: Who leaves feedback? Feedback doesn’t just happen Collecting and acting on feedback shows you care about the customer and their experience. 41% of consumers have reviewed food and drink experiences Millennials (24-34) are most likely to leave feedback Word of mouth is the primary factor behind 20 to 50% of all purchasing decisions[iii] Women are 8% more likely to leave feedback than men Tripadvisor is the most popular feedback site – 37% of people read/write reviews there[ii] 7 New customers = 1 Repeat customer Provide retrospective support to customers 41% 37% 8% 21st century Happy customers tell 9 people about their experiences[iv] Feedback is precious: Just one in 27 customers will tell you there’s a problem. The rest tell their friends or leave Tripadvisor reviews instead. Most prefer to leave feedback after the event: 63% of reviews are left between 1 and 48 hours later Customers do read reviews, and pay attention to other peoples’ feedback Even if they don’t leave a review, customers do talk about your business on social media Keep a close eye on Twitter, Facebook and other social networks to get an honest opinion of what your customers think Ask customers to leave feedback – and incentivise them in return Feedback needs to be acted on, or you waste important opportunities to improve CX Building feedback collection into your checkout experience will help you gather the information you need. © 2018 Zonal All Rights Reserved 1 Tanfield | Edinburgh | UK | EH3 5DA info@zonal.co.uk | 0800 131 3400 Conclusion Feedback is an opportunity to improve services – not just a tool for angry customers to vent Customer experience (CX) is defined by customer preference – if you don’t know what they want/expect, your CX will always disappoint Reviews are a powerful tool for promoting your venues Encourage your team to solicit feedback – and to act on it Technology is crucial to collecting and analysing feedback to identify improvements Key Takeways 64% of people read or write reviews 65% of people expect a reward for leaving feedback Unhappy customers tell 16 people 63% 64% 65% Identify areas of improvement within your operations