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SM

Closing the Loop on Customer Feedback

     

Why Close the Loop?

Expensive research projects that are slow

to yield findings

Results that are imprecise

Insights that are not actionable for

front-line employees

Typical challenges to a customer feedback program

It’s hard to get customer feedback right

Source: Bain & Co., Net Promoter System

Closing the loop is the key to meaningful progress in any VoC Program, because it makes customer feedback actionable

The Service Recovery Paradox means you can go from Zero to Hero

Loyalty

Time

Source: McCollough, Michael A., and Sundar G. Bharadwaj. "The Recovery Paradox: An Examination of Customer Satisfaction in Relation to Disconfirmation, Service Quality, and Attribution Based Theories." In Marketing Theory and Applications, edited by Chris T. Allen, 119. Chicago: American Marketing Association, 1992.

After an effective service recovery, customers are often more loyal than if no error happened

Promoter

Detractor

Passive

OR

Sometimes, closing the loop is just about mitigating risk

Detractor

Promoter

Passive

SM

How? Best Practices

Closing the loop is more than just a phone call— the strongest feedback loops drive change across the org

The bad experience: Find out about a negative experience your customer has had

1

The ticket: Getting the feedback to the right employee or team

2 The Band-Aid: Taking additional action on the customer’s individual situation in order to save the relationship

4

The deep dive: Follow up or “closing the loop” with the customer in order to clearly understand the feedback

3

The change: Share customer feedback trends with the company to initiate real change and solve the problem long term

5

SM

Inside Look: Qualtrics’ Close the Loop Process

Target Audience distribution and a/b testing to increase engagement

Qualtrics Vocalize data visualization and close the loop ticketing

Research Suite survey design— the foundation

Need  a  screenshot  of  a  dashboard  

Need  a  screenshot  of  a  dashboard  

Q&A