Gathering Customer Feedback vs Using Customer Feedback

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:

  1. Aspects confirming a gut feeling about your offer
  2. Aspects pleasantly surprising you
  3. Negative surprises or revelations (criticisms)

Read more at LinkedIn