by Nigel Martin
5. July 2011 08:42
Collecting feedback is only the first step in the journey to improving the customer experience. The act of gathering feedback from customers in itself raises the expectation that action will be taken. Many of the top companies are realising that there is a need to close the loop by getting back to customers to ensure any issues are resolved.
By consistently closing the loop on customer issues, a database of solutions to issues is built up. Analysis of this database will identify recurring issues. With this knowledge, efforts can be focused to allow similar issues and their cause to be resolved by a single improvement action.
Closing the loop is the first step to learning from customer feedback. By implementing improvements, past sins can be avoided and as customers start to see action being driven from their feedback, loyalty grows.
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