Customer feedback loops

Systematically collecting what customers think and acting on it.

What it means

A feedback loop collects customer input at defined points, routes it to whoever can act, and closes the loop by telling the customer what changed.

Why it matters

Feedback collected and not acted on reduces satisfaction, because the customer has now invested effort and seen nothing happen.

What it looks like in practice

Fewer questions asked more often beats an annual survey. Ask at the moment of experience.\n\nClose the loop individually where you can — telling a complainant what you changed converts them.

What to watch out for

Only hearing from the extremes. The silent majority is where most of the churn is.

Where to get proper advice

Your own figures.