Customer Feedback

Companies can’t do without customer feedback. It provides them with insight that they can use to improve their business and product. Voice of the Customer programs help you to improve customer experience.

Every customer experience is a moment of truth, and in every step of the customer journey feedback mechanism can be used to trigger customer feedback.

The key of a successful closed feedback loop is that the collected information ends up at the people in the organization that actually can take action. Having the information faster at the right place results in better control of the customer satisfaction and allows you to better fine tune your customer interaction processes.

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Ian Roberts
Posted on 10 August 2015 in Customer Feedback
by Ian Roberts
4 min

How to Close the Feedback Loop to Improve Customer Satisfaction

In our recent blog, Improving Satisfaction by Closing the Feedback Loop, we discussed loops to improve the overall customer experience. There are three ways your customer satisfaction measurement program can support a closed feedback loop:

  • First, identify your moments of truth and integrate measurement across them.
  • Second, automate the process from start to finish.
  • Third, act on the information to improve customer satisfaction.

Many companies become unhappy with their customer satisfaction programs because they don't get information that leads to improvement. Using the closed feedback loop approach avoids this situation and helps to build a customer-focused approach to continuous improvement.

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Ian Roberts
Posted on 4 August 2015 in Customer Feedback
by Ian Roberts
5 min

Improve Satisfaction by Closing the Feedback Loop

Most businesses understand that customer satisfaction is a key metric of organizational success. But many businesses also struggle with making those customer satisfaction metrics actionable and meaningful - internally and externally. Actionability has been a challenge that businesses have struggled with for years, and it is only becoming more challenging as the digital environment facilitates - and also confuses - the consumer's path to purchase.

In the early days of marketing and marketing research, we described the path to purchase as AIDA (awareness, interest, decision, and action). And that worked fairly well for marketers who controlled the information and distribution channels to the consumer. However, in our more complex digital world, consumers can take many paths to purchase, some of which we control and some we don't, and businesses need to understand and monitor all of those paths.

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Ian Roberts
Posted on 6 November 2014 in Customer Feedback
by Ian Roberts
5 min

How to Maximize the Value of Concept Testing: Pt2

In Part 1 of this topic (Testing the Overall Product/Service Concept), we looked at the very first stage of testing a product or service concept quantitatively: Testing its most rudimentary parameters, and gauging interest in that basic product or service among its target audience.

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So let’s assume that you’ve tested the various new cornflakes flavors your client has been considering, via an online survey administered to 1,000 male and female adult consumers across the United States who currently eat cereal at least twice a week. According to your research findings, there is a definite interest in peanut butter-flavored and – surprise! – bacon-flavored cornflakes among these consumers; however, they express very little interest in the chocolate cornflake cereal that was being considered by your client. You’ve presented these findings to the client, and they’ve subsequently stated their willingness to consider manufacturing and marketing both the peanut butter and bacon flavors, given the high interest in both.

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Ian Roberts
Posted on 17 October 2014 in Customer Feedback
by Ian Roberts
4 min

How to Maximize the Value of Concept Testing: Pt1

Before a new drug is launched, a new variety of cereal is manufactured and stocked on grocery shelves, or a new television sitcom is produced, each of these new market entries will, ideally, go through multiple phases of concept or product testing with the target market, or markets, for the product. And just as some approaches to the conduct of Awareness, Trial, and Usage (ATU) research or Pricing Sensitivity research are more effective than others, there are also ways of constructing concept or product testing that will yield richer, more reliable findings.

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Eric van Velzen
Posted on 26 March 2013 in Customer Feedback
by Eric van Velzen
2 min

Customer Feedback: What to Do Once You Have It?

Companies can'’t do without customer feedback: It enables them to communicate with their customer; to learn what is liked and what is disliked; to understand where improvements can be made, and to receive recognition for the service provided. How to get this feedback? Yes, you'’re right, just ask and you know the answer. This can work when you are a local shop, have face to face contact with your customers, and have built up a relationship. But what to do when you are a new venture, or an online company? In that case it can feel impossible to get to know your clients personally, even if you really would like to.

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