Acting on Customer Feedback

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Voice of the Customer
Customer Experience
Savvy organizations are not only listening to what their customers are saying but are also taking action to improve the customer experience.

Customer feedback is an incredibly precious resource that organizations should be tapping into, understanding, and then leveraging insights to make changes within their systems. While many companies understand this, the challenge is turning a theoretic concept into an actionable strategy that leads to business benefits.Customer feedback is an incredibly precious resource that organizations should be tapping into, understanding, and then leveraging insights to make changes within their systems. While many companies understand this, the challenge is turning a theoretic concept into an actionable strategy that leads to business benefits.

According to Sid Banerjee, the CEO of Clarabridge, there are four essential steps in making the most of customer feedback:

  • Listen: Organizations need to put their ear to the ground and listen to what their customers are saying about their whole experience across different touchpoints.
  • Analyze: Feedback then needs to be looked at in depth to extract actionable insights and trends.
  • Operationalize: It's imperative for quantitative insights to be shared with the right people across the organization, allowing them to fix problems, minimize risks, and improve situations.
  • Measure: Finally, organizations need to measure their successes and use this information to showcase the importance of tapping into customer feedback.

Speaking during the CEM Road Show, organized by Clarabridge last week, Banerjee stressed that creating an intelligent customer experience revolves around operationalizing customer feedback, which is what the most forward-thinking companies are doing.

Tapping into customer feedback is something that organizations need to do in order to remain successful and remain competitive. Further, business leaders need to close the loop with their customers and let them know what action they're taking based on customer insights.

EXPERT OPINION
EXPERT OPINION