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Closing the Customer Feedback Loop

If you have been reading our previous blog posts, you should now be familiar with the main types of customer experience surveys, CX metrics and clever tactics to utilize when implementing a customer experience management program. Most companies see the value in implementing a customer feedback program to further understand their customer base. However, what’s lacking in most CX programs is the “Closing” actions of the customer feedback loop. Nothing is more frustrating to customers when they give out some of their precious time to give you feedback on your product or services and the feedback falls into what the customer views to be deaf ears.

So, let’s explore what it really means to implement a customer experience feedback program that includes closing actions. A well thought out CX program should look like this.


Before launching your Customer Experience survey program, it is important to determine what your desired outcomes of the program are. With those outcomes in mind we should determine which data collection method to use, what data would be helpful to analyze customer responses with, and which CX metrics to include in the survey.

Data Collection methods can include phone surveys , web surveys, hybrid surveys or IVR. Each method of collecting customer satisfaction feedback has it's pros and cons. (Watch for a future blog post with details) Usually, the best rule of thumb is to contact the customers the way they initiated contact with you.

To get the best out of your customer experience feedback program, implementing a closed loop process is important. When you implement a CX program through S800, our “hot sheet alert system” will notify your designated employees when there is a critical issue or revenue opportunity that needs to be addressed immediately. The employee who’s responsible will most times resolve the issue with that customer directly and then document what was done. Our Hot sheet tracking ensures that the action has been completed and notes who resolved the issue. The results are be captured by the feedback program making it easy for the upper management to make changes and implement long term solutions for recurring issues.

Don't forget to say Thank You!

The most important step of a closed loop process is thanking your customers for their feedback.  A simple email sent after they provide feedback can make a world of difference.  Better yet is to customize the email you send.  One option is to inform your customers how customer feedback to leveraged to improve the services you provide.  Another option is to customize it by creating a message based on their level of satisfaction.  Either way it will go a long way to creating a great experience with your company.  We've seen this simple step increase future response rates and improve overall customer satisfaction because it shows your customers that their feedback was seen and is making a difference.

Here’s a quick diagram that explains the close loop system:

Closed Loop System

Closed loop customer feedback program gives companies the essential tools to be personally involved with customer follow up actions, leading to highly satisfied customers, and most importantly thanks customers for their feedback.  Incorporating closed feedback loop to your customer measurement program is a powerful addition to your customer experience surveys.

Learn more about S800’s “Closed loop feedback system”


Topics: CX Blog

Written by Iresha Herath

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