Importance of Feedback
Huge majorities (85%) of consumers say it’s important to be able to share feedback with companies whose products or services they buy. Majorities of consumers also trust that companies will act on the feedback they receive (61%); up a full 10 percentage points from 2019.
Feedback platform: Surveys > chat tools > social media
When it comes to giving that feedback, consumers are most likely to share their experiences by responding to post-purchase surveys.
- 75% likely to respond via survey
- 58% are willing to give feedback in a support chat or tools within a product
- 50% likely to use social media to voice their opinions
Surveys are also more likely than social media and chat tools to get feedback from all age groups, particularly those 65+.
- 81% of 65+ are likely to give feedback after a purchase via surveys
- 72-76% of younger cohorts will also provide feedback via surveys
When asked what company does the best job acting on feedback, top mentions include: Amazon, Apple, Target, Walmart, Target, Starbucks, Chick-fil-a, and airlines.
Read more about our polling methodology here.
Click through all the results in the interactive toplines below:
How much do you trust companies to act on feedback they receive from customers?
Gender Answer Total Male Female Unweighted N 2,825 1,348 1,432 Net trust 61%61%62%Very much 12%11%13%Somewhat 50%50%49%Net don't trust 36%37%36%Not so much 27%28%26%Not at all 9%8%10%No answer 2%3%2%Question wording: How much do you trust companies to act on feedback they receive from customers?Survey dates: –How important is it to be able to share your feedback with companies whose products and services you buy?
Gender Answer Total Male Female Unweighted N 2,825 1,348 1,432 Net important 85%83%87%Very important 49%45%52%Somewhat important 37%38%35%Net not important 12%14%10%Not so important 9%10%8%Not important at all 3%4%2%No answer 3%2%3%Question wording: How important is it to be able to share your feedback with companies whose products and services you buy?Survey dates: –How likely are you to share feedback with a company by contacting them on social media?
Gender Answer Total Male Female Unweighted N 2,825 1,348 1,432 Net likely 50%46%53%Very likely 16%14%19%Somewhat likely 33%32%34%Net not likely 48%51%44%Not so likely 28%29%27%Not likely at all 20%22%17%No answer 3%3%3%Question wording: How likely are you to share feedback with a company by contacting them on social media?Survey dates: –How likely are you to share feedback with a company by taking customer feedback surveys after making a purchase?
Gender Answer Total Male Female Unweighted N 2,825 1,348 1,432 Net likely 75%73%78%Very likely 27%25%30%Somewhat likely 48%48%48%Net not likely 21%24%19%Not so likely 15%17%13%Not likely at all 7%7%6%No answer 3%3%3%Question wording: How likely are you to share feedback with a company by taking customer feedback surveys after making a purchase?Survey dates: –How likely are you to share feedback with a company by using in-product chat support or feedback tools online?
Gender Answer Total Male Female Unweighted N 2,825 1,348 1,432 Net likely 58%55%61%Very likely 19%17%21%Somewhat likely 39%38%40%Net not likely 38%42%35%Not so likely 24%27%22%Not likely at all 14%15%12%No answer 3%3%4%Question wording: How likely are you to share feedback with a company by using in-product chat support or feedback tools online?Survey dates: –
