Collecting customer feedback is the obvious first step in providing optimal customer experiences. But it’s only the first step. Nothing is accomplished unless that feedback drives some kind of action. Too often feedback is collected, aggregated into a database of responses, analyzed over time, reports are generated, and eventually a presentation is made recommending changes.
By then the customers who provided the feedback have determined that nothing is being done with their input and they’ve possibly moved on to another vendor. Truly customer-centric organizations recognize that customers are individuals and not interested in being treated as part of an aggregated whole. Customers need to be viewed as individuals, not numbers. For some companies, that’s a priority, as proven by Forbes’ annual list of the Most Customer-Centric Companies. companies.
