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Take Action on Customer Feedback in 4 Simple Steps

Over the last decade or so, countless companies have fired up their own experience initiatives. These companies set out to create happier customers and employees, as well as a stronger bottom line—all through the power of experience programs! However, even after a brand’s CX practitioner(s) has gained program sponsorship, launched listening posts, and gathered data, it’s not uncommon for them to hit a wall when it comes to taking action on customer feedback

Gathering metrics is all well and good, but executing an action plan is what makes the difference between measuring and transforming your experience. Today’s conversation covers how to take action on your experience program feedback in four steps.

Four Steps to Taking Action on Customer Feedback

  1. Define Your Plan’s Stages
  2. Identify Collaborators
  3. Define Actions
  4. Create a Timeline

Step #1: Define Your Plan’s Stages

Every CX practitioner knows that taking action isn’t as simple as A-to-B. That’s why it’s important to hammer out the concrete steps you need to take toward experience improvement and brand transformation. It’s important to first consider where you are and remind yourself of the program’s end goal. Then, collaborate closely with your team to figure out which actions you need to take. This process empowers your team to prioritize what to execute on first.

Step #2: Identify Collaborators

Once your team has mapped out action plan stages, it’s time to decide who else in the organization may be needed. This isn’t necessarily the same as returning to the execs or other stakeholders and sponsors—you may need to reach out to other teams who own processes that impact the experience, such as IT or user experience. Including individuals before you take action will make the transformation process smoother.

Step #3: Define Actions

You’ve drawn a line from feedback to improvement and have the collaborators you need at the table. Now it’s time to work together to define specific actions. This step is why it’s so important to reach out to collaborators whose teams or departments you see improvement opportunities for. You’re going to need their help to figure out the best way to solve a problem in their respective parts of the organization. You can share your experience data, they can share their perspectives, and meaningful action will soon follow.

Step #4: Create a Timeline

A timeline helps ensure that the actions become reality. It’s also a great way to hold your team accountable as they begin putting those actions into motion. Creating a timeline helps ground program expectations in reality and gives your team a firm timestamp at which to start monitoring implemented changes. Indeed, all of this makes creating a timeline perhaps the most important part of an action plan.

Following these four steps will allow your organization to leverage what you’ve learned from your experience program. You can put those learnings to great effect creating a more emotional experience for customers, greater meaning for your employees’ work, and, consequently, a more robust market position for your organization.

Click here to read my full article on the importance of taking action to transform your business. I take a deeper dive into this vital process and provide additional tooltips on how to revolutionize your brand through the power of Experience Improvement (XI).

About Author

Jennifer Passini, Ph.D. Senior Director of Solutions Strategy

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