Importance of closing the loop on customer feedback

Feedback is central to building customer centricity in your organization. By sharing customer feedback with all departments and internal stakeholders you resolve issues with a. unified voice.

n a true customer-centric organisation, all departments and the leadership teams have customer service at their heart. By sharing the feedback collected with all stakeholders and departments you can: Identify patterns and track the progress of customer experience against commercial targets Build better responses and complaint management processes by understanding customer behaviour – their drivers and the pain points Leverage the insights to train customer service agents and teams, thus ensuring they are well-prepared to manage future conversations. You can also use the insights to set customer service goals at an agent and organization level. Increase customer loyalty through “listening” and predicting customer behaviour
In a true customer-centric organisation, all departments have customer service at their heart.

Once all the feedback is collected it is important to analyse it and act on it.


Understanding your customers is one step of the journey, by leveraging insights you can enhance product development, increase brand penetration, increase customer engagement and better employee experience. It helps you fast track growth.

Below are the ways you can use customer feedback to your advantage:


1. Making data visible organisation-wide

  • In a true customer-centric organisation, all departments and the leadership teams have customer service at their heart. By sharing the feedback collected with all stakeholders and departments you can:

  • Identify patterns and track the progress of customer experience against commercial targets

  • Build better responses and complaint management processes by understanding customer behaviour – their drivers and the pain points

  • Leverage the insights to train customer service agents and teams, thus ensuring they are well-prepared to manage future conversations. You can also use the insights to set customer service goals at an agent and organization level.

  • Increase customer loyalty through “listening” and predicting customer behaviour

2. Close the loop with customers

  • When customers initiate a question or complaint, it is important to follow up and close the loop. To ensure the complaints don’t slip through the crack you can use a ticketing system or case management system.

  • By working as a team across the organization to resolve the issue, you can minimize response and resolution time, thus converting detractors to promoters.

  • Brands that have a strong “close the loop” program can turn poor experiences to memorable experiences by exceeding customer expectations through quick and effective response by correcting the issue.

  • “Close the loop” programs can be different for different customer segments. Through customer segmentation, you can create different approaches with regular customers, high-value customers, one-time customers or low-commitment customers.

3. Enhancing employee experience

  • By closing the loop on customer feedback you can provide employees constructive ways of resolving issues.

  • Training programs become focused, allowing them to improve areas of service that are relevant and important to the customer.

  • It fast tracks career development and improves ideation.

  • It creates a higher sense of satisfaction and leaves the employee empowered to resolve similar issues, build confidence in customer interaction and understand customers better.

4. Product and service enhancement

  • Customer feedback is invaluable for product development and service enhancement.

  • By understanding your customers better, through the feedback process, you can start analysing patterns of “what’s not working” to change them to “what’s working”

  • Feedback is central to building customer centricity in your organization. By sharing customer feedback with all departments and internal stakeholders you resolve issues with a. unified voice.

  • By ensuring you are constantly evolving your product suite and service delivery you will achieve better ROI.

Read on to understand what are the ways of collecting customer feedback.