Key Findings

As part of Qualtrics XM Institute’s 2024 Global Consumer Study, more than 23,000 consumers around the world told us how they shared feedback after both a recent very good and very poor experience with companies. From both our analysis and the results of our 2021 Global Consumer Study, we found that:

Companies are receiving less experience data than in 2021. After a very good experience, 31% of consumers sent feedback directly to the company – a rate 6.5 points lower than in 2021. 32% of consumers share direct feedback after a very poor experience, a rate also down from 2021 (-7.7 pts.)
People most frequently share their experiences with friends and family. The most common method of sharing feedback after both positive and negative experiences is to tell friends and family about it. Consumers are 4 points more likely to tell friends and family after positive experiences than negative experiences.
Consumers share negative feedback through email and websites. When sending direct feedback to a company after a negative experience, consumers are most likely to do so by sending an email to the company (49%) or submitting feedback on the company website (40%.) Both methods of feedback have increased from their 2021 rates, at +9.5 points and +4.6 points, respectively.
Surveys skew positive, while emails and phone calls skew negative. Consumers are 14 points more likely to send feedback directly to companies through surveys after very good experiences than after very poor experiences, and are 21 points more likely to send an email after a bad experience.