Many organisations spend time & money gathering customer feedback data (Voice-of-the-Customer) but don’t use the information properly.
In most organisations the feedback gathering process is poorly designed. (That is also a topic for another time).
But, if feedback is properly gathered to make genuine improvements to products or services, it will fall into three fundamental categories:
- Aspects confirming a gut feeling about your offer
- Aspects pleasantly surprising you
- Negative surprises or revelations (criticisms)