Closed Loop Feedback 101

Closed Loop Feedback 101

Closed Loop Feedback programs are often based around measuring Net Promoter Score® but they can also be based around other satisfaction measures.

The most important element of the closed loop feedback program is that you are willing (and able) to act on the feedback and not just run reports.  Ideally, you need to develop a process of reviewing feedback regularly and tracking how it changes over time so you can continually improve and exceed customers’ expectations.

listen act discover improve


Most closed loop feedback programs go through 4 Lifecycle Phases:

Listen – set up surveys to capture feedback from customers at touchpoints or events

Act – set up platforms that can provide information to the frontline staff to respond to complaints

Discover – mine the data to understand the customer pain (and pleasure) points

Improve – use a customer experience focused team to design solutions and transform the business

Get more in-depth information on the Lifecycle Phases here.


Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld

NPS Accredited Insights Consultant

Sue is an NPS Accredited Consultant, with 20+ years of experience in customer insights from marketing agencies and data consultancies including George Patterson, TBWA GGT/Tequila and Dunnhumby. Sue has experience in many industries including retail, telecommunications, financial services, and automotive. Sue shares her breadth of experience and wealth of knowledge in her blogs and as an Insights Consultant for Resonate Solutions.

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