Qualtrics：2024年消费者反馈渠道调查 Global Study Consumer Feedback Channels,2024

DATASNAPSHOT

GlobalStudy:ConsumerFeedbackChannels,2024

JamesScutt,XMP

PrincipalXMCatalyst

TaliaQuaadgras

ResearchProgramManager

February2024

Copyright©2024Qualtrics®.Allrightsreserved.

ExecutiveSummary

STUDYKEYFACTS

•Globalconsumerstudy

•Onlinepanelstudy

•ConductedinQ3of2023

•26countries

•28,400consumers

KEYFINDINGSINTHISREPORT

AspartofQualtricsXMInstitute’s2023GlobalConsumerStudy,weaskedmorethan28,000consumersifandhowtheysharedtheirexperiencefollowingagoodorbadinteractionwithanorganization.Tounderstandhowconsumers’preferredfeedbackchannelshavechangedsince2021,wecomparedtheseresultstoourfindingsfromtheQ12021GlobalConsumerStudy.Fromouranalysis,wefoundthat:

+Consumerstodayarelesslikelytogivecompaniesfeedbackdirectly.Afteragoodexperience,33%of

consumerssharedfeedbackdirectlywithacompany,a5.1percentage-pointsdropfrom2021.The

dipping7.2percentagepoints.

percentageofconsumerswhoshareddirectfeedbackfollowingapoorexperiencedroppedevenmore,

andfamilyaboutbothaverygood(45%)andaverybad(50%)experience,whiletheyareleastlikelynotto

tellanyoneabouttheinteractionafteragoodexperience(17%).

+Peoplemostfrequentlysharefeedbackwithfriendsandfamily.Consumersweremostlikelytotellfriends

+iulidui,elteigsriel

+ysy)slliim,iao’sni)2.percentagepointsmore

likelytosubmitasurveyonthecompany'swebsiteafterhavingaverygoodexperiencethantheyareaftera

verybadone.Conversely,iftheyhaveabadexperience,theyare12percentagepointsmorelikelytosend

thecompanyanemailthanafteragoodexperience.

Copyright©2024Qualtrics®.Allrightsreserved.

GlobalStudy:ConsumerFeedbackChannels,2024

STUDYOVERVIEW

ThedataforthisreportcomesfromaglobalconsumerstudythatQualtricsXMInstituteconductedinthethirdquarterof2023.Usinganonlinesurvey,XMInstitutecollecteddatafrom28,400consumersacross26countries/regions:Argentina,Australia,Brazil,Canada,China,Colombia,Finland,France,Germany,HongKong(China),India,Indonesia,Italy,Japan,Mexico,theNetherlands,NewZealand,thePhilippines,Singapore,SouthKorea,Spain,Sweden,Thailand,theUnitedArabEmirates,theUnitedKingdom,andtheUnitedStates.

XMInstitutesurveyedapproximately1,200consumersfromeachofthecountriesexceptthoselistedbelow.Toensurethatthedatawasreflectiveofthepopulationwithinthosecountries,wesetquotasforresponsestomatchthegender,age,andincomedemographicsofeachcountry.

Thefollowingcountries’samplesizesareasfollows:

HongKong:400.Finland&NewZealand:600.SingaporeandtheUAE:800.

FIGURESINTHEREPORT

1.FeedbackAfteraGoodExperience

2.FeedbackAfteraBadExperience

3.PositiveandNegativeFeedbackSentDirectlytoCompanies(Part1)

4.PositiveandNegativeFeedbackSentDirectlytoCompanies(Part2)

5.FeedbackAfterGoodExperiences:Americas

6.FeedbackAfterGoodExperiences:EMEA

7.FeedbackAfterGoodExperiences:APJ

8.AfteraGoodExperience:Changefrom2021

9.AfteraGoodExperience:Changefrom2021byCountry

10.AfteraGoodExperience:DirectFeedbackChannels,Americas

11.AfteraGoodExperience:DirectFeedbackChannels,EMEA

12.AfteraGoodExperience:DirectFeedbackChannels,APJ

13.FeedbackAfterBadExperiences:Americas

14.FeedbackAfterBadExperiences:EMEA

15.FeedbackAfterBadExperiences:APJ

16.AfteraBadExperience:Changefrom2021

17.AfteraBadExperience:Changefrom2021byCountry

18.AfteraBadExperience:DirectFeedbackChannels,Americas

19.AfteraBadExperience:DirectFeedbackChannels,EMEA

20.AfteraBadExperience:DirectFeedbackChannels,APJ

21.ChannelsUsedforDirectFeedbacktoCompanies

Copyright©2024Qualtrics®.Allrightsreserved.

Methodology

FeedbackAfteraGoodExperience

Afteraverygoodexperiencewithacompany,consumers…

KEYTAKEAWAYS

50%

Toldfriendsorfamily

aboutitdirectly

familyafteraverygoodexperience,

themostfrequentfeedbackactivity.

+Thirty-threepercentsentfeedback

+Halfofconsumerstoldfriendsor

34%

Putacommentorratingaboutthecompanyona3rdpartyratingssite

directlytoacompanyafteravery

goodexperience.

+Seventeenpercentofconsumers

33%

Sentfeedbackdirectlyto

thecompany

didnottellanyoneabouttheir

experience.

24%

Postedsomethingaboutit

onasocialmediasite

17%

Ididnottellanyone

ABOUT

abouttheexperience

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

Copyright©2024Qualtrics®.Allrightsreserved.

FeedbackAfteraBadExperience

Afteraverypoorexperiencewithacompany,consumers…

KEYTAKEAWAYS

45%

Toldfriendsorfamily

aboutitdirectly

friendsorfamilyafterabad

experiencewithacompany,at45%.

+Thirty-fourpercentofconsumers

+Consumersweremostlikelytotell

34%

Sentfeedbackdirectlyto

thecompany

sentfeedbackdirectlytothe

companyafterbadexperiences,the

secondmostcommonfeedback

activity.

+Twenty-onepercentofconsumers

26%

Putacommentorratingaboutthecompanyona3rdpartyratingssite

didnottellanyoneafterarecentbad

experience.

21%

Postedsomethingaboutit

onasocialmediasite

21%

Ididnottellanyone

ABOUT

abouttheexperience

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

Copyright©2024Qualtrics®.Allrightsreserved.

PositiveandNegativeFeedbackSentDirectlytoCompanies(Part1)

Consumerssentfeedbackdirectlytocompaniesafteraverygood/verypoorexperience

KEYTAKEAWAYS

+Indianconsumerswerethemost

likelytosendfeedbackdirectlyto

companiesafterbothgoodand

badrecentexperiences.

+IndonesianandEmiraticompanies

bothreceive8percentage-points

morenegativethanpositive

feedbackfromconsumers.

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

IndiaPhilippines China ThailandIndonesia

Mexico

Colombia

HongKong

Singapore

Argentina

UAE

NewZealand

Finland

AfteraverygoodexperienceAfteraverybadexperience

Negative

FeedbackBias

56%53%

52%

+3

+4

48%

41%

46%

41%

43%

-5

-3

51%

+8

43%

37%

41%-4

34%

40%-6

40%

+2

38%

33%

-4

37%

29%

-6

35%

43%

+8

35%

33%

-1

34%

27%

34%

-7

Copyright©2024Qualtrics®.Allrightsreserved.

PositiveandNegativeFeedbackSentDirectlytoCompanies(Part2)

Consumerssentfeedbackdirectlytocompaniesafteraverygood/verypoorexperience

AfteraverygoodexperienceAfteraverybadexperience

Negative

FeedbackBias

KEYTAKEAWAYS

28%

33%

33%

25%

32%

30%

31%

24%

30%

27%

30%

27%

29%

28%

29%

27%

28%

26%

28%

23%

24%

28%

24%

10%

9%

Germany

Brazil

Spain

US

+Braziliancompaniesreceivedthe

greatestgapinfeedbackbias,with

consumerssendingfeedbackafter

goodexperiences9percentage

pointsmorecomparedtoafter

badexperiences.

+lnecoerelea

companiesafterbothgoodandbadexperiences.

France

SouthKorea

Netherlands

UK

Australia

Canada

SwedenItalyJapan

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

42%

-5

+9

-7

-1

-7

-3

-2

0

-1

-1

-1

+4

+1

Copyright©2024Qualtrics®.Allrightsreserved.

FeedbackAfterGoodExperiences:Americas

Afteraverygoodexperiencewithacompany,consumers…

Didnottellanyone

Toldfriendsor

on3rdsite

Posted

party

KEYTAKEAWAYS

Postedon

socialmedia

Sentfeedback

familydirectly

directlyto

24%

17%

11%

21%

27%

17%

company

29%

38%

59%

10%

Argentina

37%

42%

Brazil

53%

11%

+AcrossallAmericancountries,Colombianconsumersweremostlikelytotellfriendsandfamilydirectlyafteraverygoodexperiencewithacompany.

18%

26%

48%

32%

Canada

+Canadianconsumerswerethe

mostlikelynottotellanyoneafter

arecentgoodexperience.

34%

62%

9%

35%

Colombia

37%

56%

8%

41%

Mexico

ABOUT

50%30%21%27%

Base:28,400consumersacross26countries

Source:QualtricsXMInstituteQ32023GlobalConsumerStudy

US

Copyright©2024Qualtrics®.Allrightsreserved.

FeedbackAfterGoodExperiences:EMEA

Afteraverygoodexperiencewithacompany,consumers…

KEYTAKEAWAYS

+AcrossallEMEAcountries,

consumersweremostlikelytotell

friendsorfamilydirectlyaftera

verygoodexperience.Spanish

consumerswerethemostlikelyto

doso,whileSwedishconsumers

weretheleastlikely.

+Emiraticonsumerswerethemost

likelytosendfeedbackdirectlyto

companies(43%),whileFrench

consumersweretheleastlikelyto

doso(24%).

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

PostedonToldfriendsor

socialmediafamilydirectly

Finland

France

GermanyItaly

Netherlands

Spain

Sweden

UAE

UK

20%

16%

23%

13%

20%

23%

10%

37%

14%

45%

49%

48%

48%

44%

56%

40%

49%

45%

43%

Sentfeedback

directlyto

company

27%

24%

28%

28%

27%

25%

23%

28%

Postedon3rd

partysite

26%

33%

37%

24%

31%

38%

25%

43%

20%

Didnottellanyone

23%

20%

19%

20%

24%

14%

31%

9%

30%

Copyright©2024Qualtrics®.Allrightsreserved.

FeedbackAfterGoodExperiences:APJ

Afteraverygoodexperiencewithacompany,consumers…

KEYTAKEAWAYS

+Japaneseconsumersleast

frequentlytoldanyoneaftera

recentgoodexperience(57%),

followedbyAustralianconsumers

(29%.)

+Thaiconsumersweremostlikely

topostona3rdpartysiteaftera

recentgoodexperience(53%).

ConsumersinallotherAPJ

countriesweremostlikelytotell

friendsorfamilydirectlyaftera

goodexperience.

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

PostedonToldfriendsor

socialmediafamilydirectly

Australia

China

HongKong India Indonesia JapanNewZealand

Philippines

Singapore

SouthKorea

Thailand

13%

38%

42%

43%

34%

6%

27%

27%

32%

24%

38%

49%

55%

47%

59%

53%

31%

46%

62%

48%

54%

48%

29%

8%

8%

3%

5%

16%

5%

12%

17%

6%

19%

50%

45%

44%

48%

9%

32%

37%

39%

32%

53%

Sentfeedback

directlyto

company

Postedon3rd

partysite

Didnottellanyone

57%

27%

41%

40%

56%

51%

10%

33%

52%

33%

27%

41%

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraGoodExperience:Changefrom2021

ChangeinFeedbackChannelUsageafteraGoodExperience

(Percentagepointchangefrom2021usageto2023)

KEYTAKEAWAYS

2.7

+Comparedtofeedbackactivityin2021,consumersin2023were2.7percentagepointsmorelikelytonottellanyoneafteragoodexperience.

+Consumerssentfeedbacktocompanies5.1percentagepointslessfrequentlythanin2021.

-0.1

-2.6

-4.4

-5.1

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

Didnottellanyone

Postedona3rdpartyratingssite

Postedaboutitonsocialmedia

Toldfriendsorfamilyaboutit

directly

Sentfeedbackdirectlytocompany

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraGoodExperience:Changefrom2021

Howconsumerssharedfeedbackafteraverygoodexperience

(Percentage-pointchangefrom2021usageto2023)

byCountry

LargestdecreaseLargestincrease

KEYTAKEAWAYS

Postedaboutit

onsocialmedia

Toldfriendsor

familyaboutit

directly

Sentfeedback

directlyto

company

Postedona3rd

partyratings

site

Didnottellanyone

Australia-Brazil-Canada-

-3

-5

-2

-1

-11

-3

+1-3-1

-5

-8

-6

+5+4+6

+Singaporeanconsumersin2023

decreasedtherateatwhichthey

sentfeedbackdirectlytothe

companyby10percentagepoints

+2

-3

+2

-1

+4

France-

consumersincreasedtheirrateof

directfeedbacktocompaniesby2

percentagepoints.

+Japaneseconsumersin2023did

comparedto2021,whileMexican

Germany-+13I-10-2I+11I-0

India--13-2-7I-8I+1

Indonesia--12-12-9-7+1

nottellanyoneafteragood

experience13percentagepoints

morethanin2021.

Japan--3-5-6-3I+13I

Mexico--6-7+2+1-0

Philippines--7-2-8-3+1

Singapore-+2-4-10+3-3

SouthKorea-+2-3-4+6+5

-2

-8

-2+1+8+9

+6-4-4-6

-4+1-8-9

Spain-

Thailand-UK-US-

+3-2-3-12

ABOUT

+1

0

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraGoodExperience:DirectFeedback

Howconsumerssentdirectfeedbacktocompaniesafteraverygoodexperience

Channels,Americas

ular

Mostpop

Submitted

feedbackon

company’s

mobileapp

Submitted

Responded

toasurvey

from

company

Postedon

company

social

mediapage

KEYTAKEAWAYS

Sentmobile

messageto

company

Madea

phonecalltocompany

Sentanemailtocompany

feedbackon

company

website

62%

57%

55%

59%

56%

61%

26%27%29%24%8%3%

Argentina_

+AcrossallAmericancountries,

consumersmostfrequentlysent

directfeedbacktocompanies

afteraverygoodexperienceby

Brazil-21%18%42%27%5%8%

respondingtoasurveyfromthe

company.Argentinianconsumers

Canada-20%31%37%18%9%5%

mostfrequentlydidso,at62%.

+ConsumersinallAmerican

countrieswereleastlikelytosend

directfeedbackbysendinga

Colombia-25%22%34%29%11%6%

mobilemessagetothecompany.

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

US-

Mexico-28%29%36%32%10%3%

20%

28%

44%

23%

13%

3%

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraGoodExperience:DirectFeedback

Howconsumerssentdirectfeedbacktocompaniesafteraverygoodexperience

Channels,EMEA

KEYTAKEAWAYS

Finland-

+EMEAconsumersmostfrequently

sentdirectfeedbacktoacompany

France-

afteragoodexperienceby

submittingfeedbackona

companywebsiteorrespondingto

asurveyfromthecompany.

Germany-

Mostpopular

Responded

Postedon

Submitted

Submitted

toasurvey

company

Sentan

feedbackon

feedbackon

Madea

Sentmobile

from

social

emailto

company

company’s

phonecall

messageto

company

mediapage

company

website

mobileapp

tocompany

company

33%

26%

40%

42%

30%11%3%

36%

27%

40%

45%

23%16%

1%

29%

34%

37%

58%

35%16%4%

Italy-

37%

25%

23%

21%

6%

4%

38%

47%

41%

wereleastlikelytosenddirect

feedbackbysendingamobile

+ConsumersinallEMEAcountries

13%

4%

38%

27%

34%

34%

Netherlands-

49%

messagetothecompany.

38%

28%

17%

34%

3%

Spain-

41%

Sweden-

3%

21%22%38%27%7%

19%

44%

22%

28%

7%

4%

UK-

48%

52%

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

UAE-30%34%46%46%20%3%

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraGoodExperience:DirectFeedback

Howconsumerssentdirectfeedbacktocompaniesafteraverygoodexperience

Channels,APJ

KEYTAKEAWAYS

Mostpopular

Responded

toasurvey

from

Postedon

companysocial

Sentanemailto

Submitted

feedbackon

company

Submitted

feedbackon

company’s

MadeaSentmobile

phonecallmessageto

website

mobileapp

tocompany

mediapage

company

company

company3%

7%

22%14%

44%

55%

58%

Australia-

40%

27%

37%

+ConsumersinAPJcountriesmost

China-

35%

42%

51%

17%

59%

38%

frequentlysentdirectfeedbackto

companiesbyeithersubmitting

HongKong-

(China)

42%

57%

21%

42%10%1%

feedbackoncompanywebsitesor

respondingtoasurveyfroma

India-

company.HongKongconsumers

7%

47%

43%

42%

51%

63%

19%

mostfrequentlysentanemailtoa

Indonesia-51%33%31%

companyafteragoodexperience.

5%

11%

51%

wereleastlikelytosenddirect

feedbackbysendingamobile

9%

17%

18%

29%

10%

53%

1%

+ConsumersinallAPJcountries

48%

37%

14%

1%

NewZealand-30%37%46%

Japan-

messagetothecompany.

Philippines-

60%

45%

57%

27%

7%

7%

49%

48%

12%

3%

29%

Singapore-33%33%42%

South

45%

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

37%

16%

37%

35%

4%

31%

Korea-

50%

44%

19%

6%

Thailand-39%44%42%

Copyright©2024Qualtrics®.Allrightsreserved.

FeedbackAfterBadExperiences:Americas

Afteraverybadexperiencewithacompany,consumers…

familydirectly

directlytocompany

PostedonToldfriendsorSentfeedbackPostedon3rdDidnot

socialmedia

tellanyone

partysite

KEYTAKEAWAYS

45%

48%

50%

48%

+Afterarecentbadexperience,

Americanconsumersmostfrequentlytoldfriendsorfamily.Argentinianconsumerswerethemostlikelytodoso,at53%.

+ConsumersinCanadaandtheUS

35%

30%

Argentina

53%

13%

Brazil

33%

21%

24%

werethemostlikelynottotell

anyoneafterarecentbad

experience(30%.)

+Mexicanconsumerswerethe

Canada

28%

30%

17%

mostlikelytosendfeedback

directlytocompanies,at41%.

27%

Colombia

40%

16%

29%

Mexico

41%

13%

ABOUT

Base:28,400consumersacross26countries

Source:QualtricsXMInstituteQ32023GlobalConsumerStudy

US15%

48%31%16%30%

23%

16%

12%

19%

25%

Copyright©2024Qualtrics®.Allrightsreserved.

FeedbackAfterBadExperiences:EMEA

Afteraverybadexperiencewithacompany,consumers…

directlytocompany

socialmediafamilydirectly

PostedonToldfriendsorSentfeedbackPostedon3rdDidnottell

partysite

anyone

KEYTAKEAWAYS

Finland

34%

18%

24%

44%

21%

+EMEAconsumersmostfrequently

toldfriendsorfamilyafterarecent

30%

27%

France

47%

21%

19%

badexperience.

GermanyItaly

33%

32%

47%

19%

23%

+lEiaoicbedo

24%

16%

41%

27%

17%

acompanyafterabadexperience,at35%,whileItalianandSwedishconsumersweretheleastlikely(24%.)

26%

29%

24%

44%

18%

Netherlands

+UKconsumersweretheleastlikely

Spain

32%

50%

22%

19%

30%

totellanyoneafterarecentbad

experience(30%.)

19%

24%

47%

10%

27%

Sweden

35%

28%

36%

23%

32%

UAE

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

17%

29%

47%

14%

30%

UK

Copyright©2024Qualtrics®.Allrightsreserved.

FeedbackAfterBadExperiences:APJ

Sentfeedback

PostedonToldfriendsor

socialmediafamilydirectly

directlyto

company

KEYTAKEAWAYS

Postedon3rd

partysite

Didnot

tellanyone

Afteraverybadexperiencewithacompany,consumers…

Australia

+Indianconsumersmostfrequently

China

sentfeedbackdirectlytoa

companyafterabadexperience

(53%),whileJapaneseconsumers

wereleastlikelytodoso(9%).

+55%ofJapaneseconsumersdid

nottellanyoneafterarecentbad

experience.

HongKong India Indonesia JapanNewZealand

Philippines

Singapore

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

SouthKorea

Thailand

13%

27%

35%

37%

22%

5%

28%

19%

26%

18%

32%

14%

36%

39%

41%

36%

6%

31%

30%

33%

22%

36%

28%

14%

12%

10%

20%

19%

12%

14%

22%

11%

28%

46%

38%

53%

43%

9%

34%

48%

37%

30%

43%

50%

43%

46%

47%

37%

55%

33%

42%

44%

44%

48%

46%

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraBadExperience:Changefrom2021

ChangeinFeedbackChannelUsageafteraBadExperience

(Percentagepointchangefrom2021usageto2023)

KEYTAKEAWAYS

3.8

+Comparedtoconsumers’reported

behaviorin2021,peopledidnot

tellanyoneaboutarecentbad

experiencewithacompany3.8

percentagepointsmorein2023.

+Consumerssentfeedbackdirectly

-2.4

-3.7

toacompanyafterabad

experience7.2percentagepoints

lessin2023thanin2021.

-3.7

-7.2

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

Didnottellanyone

Postedona3rdpartyratingssite

Toldfriends

directly

orfamily

about

it

Postedaboutitonsocialmedia

Sentfeedbackdirectlytocompany

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraBadExperience:Changefrom2021

Howconsumerssentdirectfeedbacktocompaniesafteraverypoorexperience

(Percentage-pointchangefrom2021usageto2023)

LargestdecreaseLargestincrease

byCountry

+ConsumersinBrazilsentfeedback

directlytoacompanyafterabadexperience12pointslessin2023thanin2021,whileconsumersinThailandsentfeedback3pointsmore.

+Japaneseconsumersin2023did

nottellanyoneafterarecentbadexperience15pointsmorethanin2021.

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

KEYTAKEAWAYS

Toldfriends

Postedaboutitfamilyabout

onsocialmediadirectly

or

it

Sentfeedback

directlyto

company

Postedona3rd

partyratings

site

Didnottellanyone

Australia-1+1-6-3+4

Brazil-5

-10

-12

-5+5

Canada-4-2-9-0+7

France+2-2-6+3+4

Germany

+9

-8+0

+11

-1

India

-13

-4-7

-10

+2

Indonesia-9

-10

-9-7

+5

Japan-3-8-6-4

+15

Mexico-9-7-1-1+1

Philippines-6-6-11-4+0

Singapore-4-5-9+2-1

SouthKorea+1+1-4+1+4

Spain+2+1-7+2-1

Thailand+3-4

+3

-4

-4

UK-2

+2

-7

-3

+7

US-11

+2

-9

-9

+9

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraBadExperience:DirectFeedbackChannels,Americas

Howconsumerssentdirectfeedbacktocompaniesafteraverybadexperience

Mostpopular

RespondedPostedonSubmittedSubmitted

+Whensendingfeedbackdirectlyto

acompanyafterabadexperience,

Canadianconsumersmost

frequentlysentanemailtoa

company,whileArgentinian

consumersmostfrequently

respondedtoasurveyfromthe

company.

+sseittoesal

toacompanyafterabadexperience,exceptforBrazilians,wholeastfrequentlymadeaphonecalltothecompany.

ABOUT

Base:28,400consumersacross26countriesSource:QualtricsXMInstituteQ32023GlobalConsumerStudy

KEYTAKEAWAYS

toasurvey

from

company

company

social

mediapage

Sentanemailtocompany

feedbackonfeedbackon

companycompany’s

websitemobileapp

Madea

phonecalltocompany

Sentmobile

messageto

company

Argentina-

47%

28%

38%

33%

16%

20%

4%

Brazil-33%18%

34%

44%

22%

12%

14%

Canada-40%20%

52%

38%

16%

21%

5%

Colombia-

45%

21%

40%

38%

24%

18%

5%

Mexico-37%24%

44%

39%

26%

17%

8%

US-40%17%

43%

40%

23%

24%

6%

Copyright©2024Qualtrics®.Allrightsreserved.

AfteraBadExperience:DirectFeedbackChannels,EMEA

Howconsumerssentdirectfeedbacktocompaniesafteraverybadexperience

Mostpopular

KEYTAKEAWAYS

Responded

toasurvey

+EMEAconsumersmostfrequently

Finland

27%

sentdirectfeedbacktocompanies

afterabadexperiencebysending

anemailorsubmittingfeedback

35%

France

onacompanywebsite.

+ConsumersinallEMEAcountries

Germany

28%

Italy

leastfreque