eDigital ‘rescues' dissatisfied customers

UK-- EDigitalResearch has introduced a tool allowing research users to identify dissatisfied customers among survey takers and respond to them directly.

The automated eCustomerRescue tool fits into the firm's existing survey system, flagging those respondents that have given negative feedback in surveys. In some cases survey takers can tick a box to say they would like to be contacted, but eDigital claims the tool can also pick out those who have said in open text boxes that they would like to hear from the firm.

This allows clients to deal with dissatisfied customers quickly and directly, while the survey continues.

Head of research Derek Eccleston said: “Word of mouth is one of the most powerful influencers of purchase decisions and it is becoming increasingly important as consumers interact more and more with each other online. ECustomerRescue can give organisations a chance to respond and try to mend a relationship, instead of making it worse by not responding.”

Eccleston told Research that getting back to customers can often reap immediate results for clients. “It's particularly useful in a sales environment,” he said. “We run a lot of website surveys where people say, ‘I would have bought x, but I couldn't find it.' That can often convert into a sale.”

Author: Robert Bain