Over the past two weeks, we have looked at different aspects of feedback from various feedback metrics to who is responsible for actioning feedback.
This week we are looking at the Feedback loop. For me, this is really important when gathering feedback from our Customers as it follows a defined structure which means that each customer should receive the same approach and service
Now there are many different Feedback loops such as the positive feedback loop and the negative loop but I prefer to use the A.C.A.F tool.
The reason for this is because
· You can gather a wide range of data as the question can be open
· You are being proactive
· You can complete a full data analysis piece to identify trends.
· It can work alongside various feedback metrics such as CSAT and NPS
As discussed previously a feedback strategy is vital in any organisation as it shows you are listening to the voice of the customer and that the customer has input on your products and services which can improve relationships and increase the chances of renewal.
I would love to hear people's thoughts
There is a great diagram outlining the A.C.A.F model on Hubspot as well as a fantastic article by Scott Tousley regarding a customer feedback strategy.Customer Feedback Strategy: The Only Guide You'll Ever Need@Anita Toth @Steve Bernstein
At the university research institute I worked at we were bound by the ethics committee to close the loop with all participants from whom we'd gathered data. They were given the opportunity to view the final report and see what came out of the project.
Businesses aren't tied to an ethics committee like we were in academia. But smart businesses know that following up with the respondents of a survey or interview (called closing the loop) will increase loyalty to the brand AND make customers more likely to participate in future surveys and interviews when they see that their voice made a difference.Everyone wants to be acknowledged for their contribution. Closing the loop and reaching out to survey and interview participants is a small gesture that has big payoffs.