Gartner Research

How Marketers Close the Loop on Customer Experience Feedback

Published: 25 March 2015

ID: G00271564

Analyst(s): Jake Sorofman

Summary

Marketing increasingly plays a leading role in customer experience initiatives. But customer experience requires a broad mandate, from senior management to employees on the front lines. Key to this participation is closing the loop by turning customer feedback into operational actions.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Identify Your Company's "Loyalty Levers," and Focus and Prioritize Data Collection and Process Improvement Efforts Accordingly
  • Funnel and Filter Customer Insights to the Roles and Functions That Directly Serve Your Customers
  • Tune Your Voice-of-Customer Efforts to Both Strategic and Operational Frequencies
  • Invest in Employee Engagement to Create a Culture and Incentives to Deliver the Right Experiences and to Delight Customers

Case Study

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