For any business the customer satisfaction is one of the most crucial and important factor to sustain and grow. Businesses in Dubai and all around the UAE invest heavily in solution to maximize the customer satisfaction and customer happiness. There are several tools and methods which help businesses improving customer experience and customer journey to achieve higher customer satisfaction. If you will provide good service, simplified customer journey, desired products and good communication, you can win customer’s loyalty. However, it is much more complicated and difficult as it may sound. The customer feedback is one of the most effective and impactful tool. It help businesses identify problems, understand customers’ liking/disliking, expectations and market trends. The customer feedback is one of the most effective tool to know what your customers think about your business, brand and even staff. This help businesses rectify problems and take steps which improve customer happiness and satisfaction. In this blog we will discuss what closed-loop customer feedback is and how it is important for a long term and sustainable growth.
The Closed-Loop Customer Feedback Tool
The customer feedback is the opinion, suggestion, criticism or any information shared by your customers. Businesses in Dubai and all around the UAE usually appoint a CX (customer experience) manager who is in-charge of all these activities. Traditionally business only acquire the customer feedback and analyze it to acquire a better business intelligence. However, if you think from customers’ perspective, how you would know if your feedback reached to the concerned people, if it is considered or not, or if the business is intended to take any action or make any changes/improvements according to customer’s suggestion. The open-loop customer feedback system is enough to provide you analytical data and business intelligence. However, it will usually not satisfy your customers. Most of the customers, want to know if their feedback is taken seriously or not. In order to ensure customer satisfaction, the closed-loop customer feedback tools are used. The closed-loop customer feedback tools are similar like ordinary customer feedback tools but with additional features to follow up with customers and keep them informed about the action taken in response of their feedback.
The closed-loop customer feedback tool further offer a variety of options which improve the efficacy and impact of the customer feedback. System generated alerts, auto-response, internal data sharing, system integration and such other features help CX managers implementing a closed-loop customer feedback system. Here are the characteristics of the closed-loop customer feedback tool.
Closed-loop Customer Feedback Tool: Customer Feedback Management Features
Whether your strategy is open-loop or closed-loop customer feedback management, you need an excellent and highly advanced customer feedback system. The customer feedback system will allow you to create multiple surveys and utilize multiple channels to maximize the customer response. Businesses need multiple surveys, a simple happiness meter or NPS is not always enough. A good customer feedback system should be able to offer customization and flexible control. Let say the business wants to share the NPS survey through emails on a monthly bases, however, the want to understand the customer effort score (CES Survey) at the end of each service center interaction or online purchase, etc. This is why ability to manage and run multiple customer feedback campaigns is crucial for the business. The automation is a key to productivity, the customer feedback system and the channels should be automated, this will maximize the impact and outcome of your customer feedback campaigns.
For example, you can automate email based customer feedback surveys, the website live chat, and even WhatsApp can be utilized to automate surveys. Furthermore the social media, in-premises touch screens, tablets, interactive kiosks, customer portals and smartphone applications can be used to conduct customer feedback surveys. Multiple channel will provide you to effectively target the important categories of your customers and targeted audience. A good customer feedback system can collect customer feedback from multiple channels and amalgamate it into a unified data repository. Additionally there are so many analytical tools and software features which allow the management to perform several analysis on the customer feedback data and produce actionable reports. Reporting module is a key to an impactful customer feedback campaign. Hence it is important that the customer feedback system offers an intuitive and smart reporting module. These features are crucial for both open-loop and closed-loop customer feedback management. That is why a closed-loop customer feedback tool must have an in-built on integrated customer feedback system.
Closed-loop Customer Feedback Tool: Integrated Communication Module
For any closed-loop customer feedback tool it is crucial to have an in-built integrated communication module. The modern customer feedback management tools are built on AI (artificial intelligence) based software engine, which is crucial for the success of closed-loop customer feedback management campaign. The communication module is one of the most important component. It helps automating communication and also offers an advanced alert and notification mechanism. For the success of any closed-loop customer feedback management campaign it is extremely important that whoever is responsible for closing the loop must receive the relevant information in a timely manner. All departments, teams and managers who are in the loop must receive updates, information and alerts to ensure the actions are taken in the timely manner. For example, in case of a negative feedback, the case has to be shared and handled by the customer support team. If the CX manager will have to manually download the details and send or share it with the customer support team, then it will take a lot of time and efforts. However, if the alerts and notifications are automatically sent to all relevant personals then no additional time or effort is needed. That is why an automated communication module and alert system is crucial for the closed-loop customer feedback campaign.
Closed-loop Customer Feedback Tool: Automated Ticket Management System
A modern closed-loop customer feedback system offers an automated ticket management system. Whenever a negative feedback is received from any channel, a ticket should be generated automatically. The ticket will alert all relevant teams/employees who are responsible for solving the ticket. Furthermore the staff is also capable of transferring the ticket from one department to another. This will allow a quicker resolution and enable businesses to quickly respond to the customers. The ticket management module also offers features to implement business’ policy, for example, the tickets from the existing customers are prioritized, or the tickets from the sales teams can be prioritized, hence the internal queues and priority levels are managed accordingly, which ensures that the business achieve its goal by processing each case according to its priority. Such mechanisms can be very helpful in resolving customers’ matters, expedite the process and also improve employee productivity by automating several key processes.
Closed-loop Customer Feedback Tool: Increase the Impact of the Customer Feedback
The customer feedback usually offers very simple metrics but it is a very complex process. The closed-loop customer feedback doesn’t only means acknowledging the customers that their feedback is received, or sharing automated reports with the management and improving communication, the true purpose of a closed-loop customer feedback management campaign is to drive positive changes which will be appreciated by your customers. It is important to set priority of different changes and corresponding actions. For example, if you are receiving the negative feedbacks about the online selling portal, and customers are complaining about the difficult customer journey, then you must have to take quick actions to prevent the sales lost. If the feedback is about features of popular product then you might need more time for research and product development process. The modern closed-loop customer feedback tool is well equipped with the software tools which enables it to understand the importance of different affairs according to the business goals and strategy. The macro changes always have huge impact, thus should be prioritized. Similar each business have different goals and strategy, the closed-loop customer feedback tool should support businesses to implement their strategy and policy.
Closed-loop Customer Feedback Tool: Third-party System Integration
The third party system integration is crucial for deeply integrated modern digital infrastructure. The modern businesses uses highly integrated IT infrastructure and software solution to ensure maximum productivity and efficiency. The closed-loop customer feedback tool is capable of integrating with all sorts of software, customer databases, CRM, ERP and other third-party business tools. The closed-loop customer feedback tool is fully standalone solution, but in order to maximize the efficiency and impact of the customer feedback data, the integration is required. For example, if the system is sending after-sale survey emails, it must have to have integration with the sales management system and the customer database, the sales management system or CRM or ERP will tell it the sale has occurred, the customer data will tell it who made the purchase and then the customer feedback system will send the after-sale survey to that customer. Furthermore the integration also help integrating the customer feedback data with other tools, such as CRM or any other third-party business tool. It is very helpful in engaging senior management and sharing the relevant feedback data to concerned personals and teams without any delay.
For any business the true measure of its success is its happy customers. The customer happiness and satisfaction is a key to growth and long term success. Studies have shown that acquiring a new customer is much more expensive, selling to an existing customer is 5 to 25 times less costly then acquiring a new customer. The customer feedback management is crucial for improving customer experience and attaining higher customer satisfaction. There are several customer feedback management strategies and tools. The closed-loop customer feedback tool is one of the most effective system to make the customer feedback more useful and impactful. It not only offer better customer experience and higher customer satisfaction but it also offers a variety of advanced tools which make the entire process simpler and continent. The primary goal of customer feedback collection is to make changes that are anticipated by your customers in order to enhance customer experience and develop more customer friendly processes, services and products. In this blog we have covered the main characteristics of a closed-loop customer feedback tool. If you want to learn more about the subject or if you want our help to implement a highly effective tailor-made closed-loop customer feedback tool, please feel free to contact us through our Contact Us page or leave a comment in the comment box below and we will get in touch with you soon.