I WANT IT... NOW!

In this day and age, consumers are accustomed to the immediate delivery of goods and services through subscriptions, same-day delivery options and the like. And in turn, consumers also desire the ability to give instant, real-time feedback on those goods and services.

Think about the last time you had a stellar brunch or outstanding dinner experience. You most likely let your server, or maybe even the on-duty manager, know how pleased you were with the service. You may have jumped on YELP to leave a 5-star review, recommending that everyone who reads your review go to dine there.

According to 53 percent of consumers surveyed by Medallia, a corporation leader in the market for understanding and management of experience for customers, being able to provide instantaneous feedback is crucial. And not only do they want the opportunity to give immediate feedback, but consumers prefer to do so across multiple channels. Being able to communicate with brands or companies via email, mobile apps, social media and online reviews, among other channels, helps the customer to feel connected.

As a brand, it's important to know what matters to consumers when seeking feedback on your product or service. Below are a few other trends revealed in the survey:

• More traditional forms of gathering feedback, such as questionnaires sent through the mail, are becoming less effective, as many consumers believe their input will never be read.



• 35 percent of those surveyed also desired the ability to ask questions in real-time.



• Not only do customers want to be able to communicate across multiple channels, but they expect seamless and convenient experiences when doing so. From the same survey, 63 percent of respondents want easy transitions between channels, when engaging with a brand.



• And most importantly, consumers want to feel as though they're an individual, and that the brand is anticipating their needs. 49 percent of those surveyed said they appreciated when a company or brand offered help before they even asked for it.

Knowing how to most effectively collect consumer feedback can be extremely helpful and hopefully the findings above give some insight into how to do so.