The power of customer feedback should not be underestimated. The rise of social media for business has also seen the necessity for real-time marketing and fast response times. Word of Mouth marketing has always been a powerful tool for businesses, however now when someone has a bad experience with a brand and talks about it within their social networks, that brand has the opportunity to intervene and turn that negative customer experience into a positive one.

The enormous amount of customer feedback data generated by Net Promoter ¹ (Closed-Loop Feedback, Customer Insight & Action, Voice of the Customer etc) programs generates a very interesting challenge: "how do you separate out the signal from the noise?"