To combat the lack of transparency around customer satisfaction with daily deals, Groupon today launched a new version of its Merchant Center. It includes the real-time percentage of deal customers who would recommend the business to a friend, plus their comments. Customer satisfaction is a big question for merchants wondering if they should start or continue running daily deals. Data on satisfaction rates is scarce, though. Worse, a 2010 study showed that just 36% of customers spend more than the value of a deal, and just 20% return to the business. The feature could be a double-edged sword, encouraging retention or desertion depending on a merchant’s feedback.
The new Merchant Center is now available to all Groupon merchants. It also includes the deal statistics feature launched last month which shows aggregate buyer demographics including zip code, gender, and age.
The customer feedback system may not be totally accurate, though…
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