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Feb 8, 2018

#SuccessSteps | Knowing how to (color)respond to feedback

Customer feedback

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Most organizations tend to evaluate themselves positively in the context of customer experience, as they focus on obvious metrics such as the number of phone calls answered or the speed of response.

However, a closer look reveals that there is a gap between what organizations believe they are achieving and the actual levels of customer satisfaction.

Achieving the best customer experience requires the organization to go beyond the mere business process and create an attentive approach to customer feedback and ultimately take the necessary steps to effectively respond to it.

Platforms for collecting and analyzing feedback often neglect to follow up on customer contact, which is key to ensuring the customer experience and systematically increasing customer loyalty, and which proves to be possible only by maintaining an ongoing dialogue and continuous engagement with the public. Organizations that "close the loop" and keep this conversation going will find an increased return on the programmes they implement in this area.

To be able to do this it is necessary to understand that feedback customer originates from various sources and is transmitted in various formats, essentially categorized into three typologies: proactive, requested e observed.

O feedback proactive consists of any information submitted by the customer without being asked or encouraged to do so. Some examples of such feedback include tickets support set up, phone calls, face-to-face conversations with employees and messages shared via social media.

O feedback requested requires the initiative of the organization to contact its customers and ask for suggestions to improve the product or the way communication between the two parties is established. This includes mechanisms and tools for rating customer satisfaction and loyalty, responses to email newsletters, messages sent via apps or customer interviews conducted by sales or project teams.

O feedback observed is that obtained by monitoring how your customers interact with your products, the processes they follow and the information they search for.

Each response from the customer holds the promise of a more consistent and lasting relationship and increased information for managing a higher quality service level that is more oriented to the real needs of the market. The ability to "close the loop" with customers requires not only being receptive to receiving contacts and responses, but acting on identified requirements.

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