Published: 23 January 2024
Marketing leaders use voice-of-the-customer data primarily to measure customer satisfaction, but failing to engage with customer feedback neglects chances to improve brand perception. To get more from VoC, CMOs must set processes to “close the loop,” acting on both positive and negative feedback.
Too often, voice-of-the-customer (VoC) data is used only to learn about the customer experience (CX). Many CMOs do not consider the opportunity for their teams to “close the inner loop,” meaning that they don’t follow up with individual customers who provide feedback.
Organizations that respond to happy customers and not just dissatisfied customers create additional opportunities for positive advocacy.
Research within the Gartner Consumer Community demonstrates that a negative experience will not impact customer relationships if the company resolves the situation quickly and effectively.
Maintain your brand reputation and relationship with dissatisfied customers by quickly and consistently resolving the
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Analysts:
Augie Ray
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