Closed-loop feedback is the process of acting on direct or indirect customer input collected from sources such as customer surveys, contact center interactions, and social media comments. Businesses that use closed-loop feedback don’t just analyze customer input, they act on it in order to strengthen customer relationships by improving customer experiences.
A closed-loop feedback process begins with collecting customer input. If an organization uses voice of the customer (VOC) feedback from numerous, disparate sources, it can be consolidated in one system for easier and more effective management. The VOC application can also send out automated alerts about specific feedback that needs closed-loop action. Once an employee has closed the loop, they can indicate that in the system, which will notify relevant users.
Closing the loop on negative feedback is critical to rescuing at-risk customers who might otherwise churn. If a customer uses a survey as an opportunity to describe an issue they are having, a company can damage the relationship if it doesn’t contact the customer and correct the issue. But a closed-loop feedback process isn’t just for highly dissatisfied customers. It’s also beneficial to acknowledge customers who provide exceptionally high praise for the company. These are likely promoters who can act as brand advocates by promoting a brand on social media and referring friends and colleagues.
Closing the loop on feedback can take many forms. In the case where the customer complained of an issue on a survey, a personalized follow-up in the customer’s channel of choice is likely the best course of action. These personalized interactions also give the organization an opportunity to collect additional feedback. Businesses should tailor their closed-loop feedback process, including the follow-up actions, to suit their customers and their CX goals.
Closed-loop feedback involves creating a continuous feedback loop between customers and the organization to understand customer needs, expectations, and preferences, and then using this information to drive positive changes. In this process, there are four primary steps:
This feedback-driven approach fosters customer-centricity, strengthens customer relationships, and ultimately leads to better products, services, and overall customer satisfaction.
