Studies carried out on consumer behavior in different countries show us the need to improve communication between companies and consumers as a means of increasing the level of satisfaction.

Needs not met by the market

Who The consumer: Is defined as any person who has had or may have interaction with a company/institution, with their employees or products and/or services and have something to communicate to them. Needs 1. Consumers want to be heard

• 68 % of consumers who stop using a product or service is due to the attitude of indifference of staff towards the consumer.

• A consumer who has had a negative experience with a company will tell between 8 and 16 people on average. 2. Consumers demand empathy.

It is very difficult for a company to have a real customer perspective. Proof of this is the following study that shows the reasons why the consumer stopped using a product or service and compares them with the beliefs that managers have regarding the reasons why the consumer stops using it. Consumer’s reasons

74% Quality of customer service

32% Quality of the product or service

25% Excessive price

Manager’s beliefs

22% Quality of customer service

36% Changes in consumer’s needs

49% Reasons related to price 3. Consumers want to have a simple service

• A study in England on consumer complaints shows that 23% of those who had a problem did nothing about it. The main reasons were:

– 43% It won’t be any use

– 22% I don’t know how to complain

– 20% I don’t have time to complain

• Consumers try to find solutions that help them by reducing time, steps and making the process simpler. 4. Consumers want effective communication

• The study shows how the resolution of complaints is not correct: 26% very dissatisfied, 54% did not receive an answer and 20% had unresolved problems.

Demands not met by the market

Who The company: those businesses seeking to increase sales by improving customer relations. Needs 1. Companies want to have satisfied and loyal customers

• Loyal customers are less price-sensitive and are the main promoters of the company’s products and services.

• The Harvard Business Review article “one number you need to grow” states that there is a direct correlation between the net number of “promoters” of the company and the company’s annual growth.

• It costs between 5 and 6 times more to acquire a new customer than retain an existing one (White House Office of Consumer Affairs). 2.Companies need to manage communication with customers

• A survey carried out by RightNow states that 92% of consumers who had a negative experience with the company would be willing to return if:

– They received a formal apology/rectification from a supervisor

– They received a promotional discount

– They received proof of real interest in the customer 3. Companies need continuous monitoring of word-of-mouth, of their reputation

• 79% of consumers who have had a negative experience with the company tell other people.

• 97% of consumers prefer word-of-mouth as a means of sharing their experiences.

1. There is space for new feedback channels

This situation justifies Easy Feedback offering a new communication channel that allows consumers to communicate their experiences in a personalized, fast and effective way to the managers/owners of the business. That is:

2. There is great potential for improvement and benefit in feedback