Executives spend millions of dollars every year trying to figure out how to improve business, yet many fail to tap into a freely available information source that can provide more insight than any consultant ever could: customer feedback
Feedback about the products and services customers purchase and use is an inevitable consequence of the kind of customer-focused approach most successful companies are committed to. Whether initiated or prompted by the customer or by the organization, feedback is a critical signal of customer sentiment and behavior—and a source of vital management information that should be properly harnessed to drive valuable business improvements.
Both negative and positive feedback can change your business. The most common and freely available form of feedback interaction is complaints. Despite what you might think, complaints usually come from loyal customers, rather than disloyal ones. Loyal customers will tell you what's wrong...
