Consumers want straight talk
New research shows that consumers are tired of communications from retailers and other entities that don’t provide clear and honest information, and that this frustration leads to a loss of trust and sales.
The Call for Clarity Survey, released by the strategic communications firm Siegelvision, found that consumers are taking their unhappiness with them online. Forty-eight percent report having made a complaint online to a company. Sixteen percent have written a bad review and 10 percent have complained publicly on a social media site.
While retailers are not nearly as reviled as, say, insurance companies and cell phone service providers, they too come under some criticism for legalese on items such as extended product warranties.
Rewards programs are a major source of confusion. While 82 percent of consumers participate in these programs, 16 percent do not redeem rewards because the rules and procedures are too confusing.
Another area of concern directly affects e-commerce operations. According to the survey, retailers are losing sales due to the "proliferation of passwords." Forty-five percent of respondents to the survey said they have six or more passwords. Forty-seven percent have not made a purchase on an e-commerce site because they could not remember their password.
"Consumers are finally demanding more clarity in all communications because there are severe economic consequences if they don’t," said Alan Siegel, the CEO of Siegelvision, in a statement.
- The Crisis of Complexity Ignites Consumer Backlash – Siegelvision
- Call for Clarity Survey 2014 – Siegelvision
Where do you see the greatest opportunities for improvement when it comes to retailer to consumer communications? Does the general frustration that consumers feel with other businesses such as insurance and phone companies spill over into their interactions with retailers?