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Consumer Research


Customers feel brands don't listen enough

Customers feel brands don't listen enough

Nine out of ten consumers are fed up with brands that are simply not paying enough attention to their needs, according to a new survey from Thomson and First Choice.

The report reveals that just 3% of consumers think organisations listen to us enough, 61% feel they are listened to “sometimes” and 36% say organisations never listen.

Unsurprisingly, political parties and banks come in for the worst consumer scorn as the sectors least likely to listen to people’s needs.

The best sectors are supermarkets, restaurants, high street shops, hotels, regional media, tour operators and national media. Organisations such as Tesco, Marks & Spencer, Premier Inn, Amazon, the BBC, Thomson, BA, 02, Lloyds TSB and the

Conservative party were all volunteered as the best in their field at listening to people.

But are people too reticent to give feedback? Thomson and First Choice’s independent online survey and an additional online survey of 800 of their own customers found considerable similarities with regards to how people share information about a travel experience.

About six out of ten have written a complaint about a previous travel experience, seven out of ten have (across all forms of travel) completed an organisation’s satisfaction form, but one in ten said they gave no feedback whatsoever to their travel provider.

Similarly, more than half the survey respondents said they read online forums to research their holiday, but only a quarter of people say they’ve actually completed a review.

Demot Blastland, managing director of TUI Travel UK and Ireland, said, “We were very surprised to see how few people think their voices are heard by the companies and organisations that are set up to serve them. But if one in ten people aren’t giving any feedback at all, things won’t change as fast as they could. We want to encourage more people to give feedback on their experiences – whether it’s good or bad, a small or a major point.

“We know, compared to some industries, our own sector hasn’t had a good reputation for listening and this is something we’re looking to change. But we would like to change on the basis of more travellers’ views. We can encourage that with research programmes and embedding independent review sites within our own company websites, but ultimately we want British travellers to be even more vocal about their experiences.”

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