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Effective Continuous Feedback for Customers

Continuous Feedback type research projects are more common in customer research, and ongoing customer satisfaction programs make sense for large customer bases, particularly in very competitive marketplaces.

The speed of reaction to concerns identified from changes in satisfaction can have significant effects on customer retention and loyalty.

The frequency of contact for individual customers must also be limited - it's important not to rely too much on feedback from a single customer, and response rates will decline if frequent survey invitations are sent to the same individual.

For a customer-centric organisation, ongoing feedback can be the driver of improved customer experience, but it is dependent on the ability of the organisation to share results with the teams that can use them, take action, and communicate to customers that their concerns have been heard.

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