{"id":8980,"date":"2024-10-15T15:47:41","date_gmt":"2024-10-15T15:47:41","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/declining-customer-feedback-and-loyalty-growing-ai-skepticism\/"},"modified":"2024-10-15T15:47:41","modified_gmt":"2024-10-15T15:47:41","slug":"declining-customer-feedback-and-loyalty-growing-ai-skepticism","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/declining-customer-feedback-and-loyalty-growing-ai-skepticism\/","title":{"rendered":"Declining customer feedback and loyalty, growing AI skepticism"},"content":{"rendered":"


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Brands today are challenged by heightened consumer expectations and declining consumer feedback. In other words, negative experiences sharply impact customer loyalty, but \u2014 despite the ready availability of feedback channels \u2014 consumers aren\u2019t letting brands know about bad interactions, or good ones either.<\/p>\n

Those are the main takeaways from the \u201c2025 Consumer Trends Report\u201d from experience management platform Qualtrics, based on insights from nearly 24,000 consumers in 23 countries.<\/p>\n

Consumers least likely to give social media feedback.<\/strong> Whether experiences are good or bad, consumers are least likely to post about them on social media, most likely to tell friends and family (if they tell anyone at all). We asked Isabelle Zdatny, head of thought leadership at Qualtrics\u2019 XM Institute, for commentary.<\/p>\n

\u201cConsumers are staying silent about their experiences, whether they\u2019re good or bad,\u201d she said. \u201cThat\u2019s a huge problem for companies trying to understand and calibrate experiences. This is a trend we\u2019ve been asking about every year since the study began in 2021 and it has\u00a0dropped every single year. It has dropped seven points after a good experience, eight points after a bad experience. The only thing that has increased is consumers saying they didn\u2019t tell anyone about the experience. When consumers do tell anyone, they\u2019re most likely to tell their friends and family. Only about 20% post something about it on social media; that\u2019s dropped significantly.\u201d<\/p>\n

Zdatny thinks consumers really can\u2019t be bothered. \u201cIf you\u2019 think\u2019re like, I\u2019m never going to interact with this company again, you\u2019re not going to take your precious time to go write out a rant or provide them with feeback. It\u2019s reflective of a general erosion of trust. There\u2019s a lot of survey fatigue going on. What\u2019s in it for me to give feedback to an organization?\u201d<\/p>\n

Only about a quarter of consumers trust brands\u2019 use of AI.<\/strong> Twenty-six percent of consumers trust brands to use AI responsibly \u2014 and that\u2019s against a background of consumers becoming more familiar with AI.<\/p>\n

Zdatny again: \u201cThe headline is, AI hype gives way to AI skepticism. We asked how comfortable consumers were performing activities using AI \u2014 like booking a plane ticket, getting medical advice, checking the status of an order \u2014 and the average drop in how comfortable the average consumer is, is 11 percentage points year-on-year. Even though AI has been around longer and consumers have presumably used it more, they are actually less comfortable using it to perform tasks.\u201d<\/p>\n

The full report is here<\/a> (registration required). The main data points are here<\/a>.<\/p>\n

Why we care.<\/strong> Two things jump out about this report. First, it\u2019s a healthy sample size. Second, unlike many reports, it\u2019s not just a booster for the sponsor\u2019s business. After all, one thing central to Qualtrics\u2019 offering has been survey-based assessment of experience quality. What it does reflect is an interest in facing facts about declining feedback and loyalty as a basis for doing something about it.<\/p>\n

Seeing consumers turn their back on social media ranting will be, for many of us, a surprise. Of course it\u2019s hard to disentangle disillusionment with brands from disillusionment with social media as a channel. <\/p>\n

Dig deeper: What is customer\u00a0experience\u00a0and why does it matter?<\/a><\/em><\/strong><\/p>\n

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Brands today are challenged by heightened consumer expectations and declining consumer feedback. In other words, negative experiences sharply impact customer loyalty, but \u2014 despite the ready availability of feedback channels \u2014 consumers aren\u2019t letting brands know about bad interactions, or good ones either. 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