Don’t repeat past Customer experience sins
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
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.