White Papers

Closing the Loop to Surprise, Delight, and Retain Customers


Closing the loop with customers is an important next step that every business must incorporate into their VOC program strategy. But what is it and why is it so important? Let’s start with a definition.

In its simplest form, a closed-loop feedback process is a procedure or operational plan that outlines how to follow up with customers who have provided you with feedback, good or bad. It can be viewed as a way to talk to—and engage with—your customers in order to evolve the relationship and improve the experience. But it’s also about sharing the feedback with employees across the organization who then use it to enhance the experience through product, people, and process improvements.