CX Newsletter

Why Simply Gathering Feedback is not Enough?

As businesses, our goal is to provide exceptional customer experiences. To achieve this, we must gather feedback and data from our customers. But simply gathering feedback and data is not enough. Today's customers expect businesses to take tangible actions based on their feedback.

One of the most painful moments for customers is when they feel that their feedback is being ignored, undervalued, or the business is not committed to improving the customer experience. This can lead to a loss of trust and loyalty, which can negatively impact revenue.

Taking no action after the common text "Thank you for sharing your feedback with us, your feedback is very valuable to us." can actually be detrimental. Customers are more likely to take their business elsewhere.

An example of a business that thought they were doing a good job of gathering feedback but actually left customers feeling upset is a hotel chain that I once stayed at.

After spending 10 minutes filling out a detailed survey, I received a generic email thanking me for my feedback. The hotel did not acknowledge any of the issues I had raised, and I was left feeling ignored and frustrated. It seemed that the hotel had only asked for my feedback to check a box and make it seem like they cared about their guests.

This experience left a lasting impression on me, and I have not stayed at that hotel chain again. It's a clear example of how simply gathering feedback is not enough because customers will quickly become disillusioned and may take their business elsewhere.

To truly create a customer-centric culture, it's not enough to just collect feedback and data; we need to act on it. This means analyzing the feedback we receive, identifying trends and patterns, and taking action to improve the customer experience.

→ Mastering the Feedback Loop: Feedback-Analyze-Action-Communicate. Repeat.

Some specific steps that businesses can take to show their customers that they are truly committed to understanding and addressing their needs include:

1. Make feedback collection an ongoing process: It's imperative to make feedback collection an ongoing process, rather than just a one-time survey. This allows you to keep a pulse on customer sentiment and identify areas for improvement as they arise.

2. Analyze the data: Once you've collected feedback, it's crucial to analyze the data to identify trends and patterns. This can help you identify common pain points and areas for improvement.

3. Take action: After analyzing the data, take action to address the feedback you've received. This can include making changes to your products or services, improving your customer service processes, or developing original offerings altogether.

4. Communicate with your customers: Keep your customers informed about the changes you're making based on their feedback.

This shows that you're listening to them and that their feedback is making a difference. By taking these steps, you can create a culture of continuous improvement and truly put the customer at the center of everything you do.

Thank you for joining us, and we look forward to sharing our insights with you.

Best regards,

The Customer Experience Newsletter Team


Ellen T.