Shoppers Feel Ignored: New Study Reveals Brands Are Missing the Mark on Customer Feedback

A recent report highlights a significant disconnect between consumers and brands when it comes to addressing customer feedback. The 2026 Customer Voice Benchmark report from Quantum Metric reveals that traditional feedback methods, particularly surveys, are failing to meet customer expectations.

Trust Issues with Feedback Channels

According to the report, fewer than 20% of consumers find surveys effective for voicing their opinions, with one-third feeling entirely unheard by digital brands. This sentiment has led to what researchers term the "customer listening gap," where the effort brands invest in gathering feedback does not translate into meaningful action. Interestingly, while 45% of brands have increased their investment in feedback channels, 56% of consumers have abandoned brands that ignored their previous input.

The Need for Action Beyond Surveys

Mark Treschl, general manager of voice of customer at Quantum Metric, emphasizes that consumers still have opinions but have lost faith in brands' willingness to act on them. He argues that to regain customer trust, brands need to implement robust processes for collecting and acting on feedback, rather than merely improving survey methods.

Introducing a New Solution for Brands

In response to these challenges, Quantum Metric is launching a new tool called Quantum Metric Voice of Customer (VoC), designed to integrate customer feedback with behavioral data. This innovative solution aims to empower digital teams to better understand customer needs and respond effectively. A virtual event showcasing this new tool is scheduled for September 16, promising insights into bridging the gap between customer voices and brand actions.

Source: wwd.com