Feedback Management

We see feedback management as the capture, management and analysis of customer initiated feedback. While complaints are widely viewed as the primary form of customer feedback, compliments, issues, inquiries, requests or even simple comments are valuable sources of customer information.

What can effective Feedback Management do for you?

Effective feedback management will help you gain a better understanding of your customers. By giving your customers a voice you will receive information vital to improving your service levels. And by capturing and analyzing feedback, effective changes can be implemented to increase efficiencies, develop and improve your products and services and build competitive advantage.

The Feedback Management Ladder – where are you?

There are many steps of progression an organization will go through before it is truly utilizing customer feedback as a cornerstone of business success.


At the most extreme end of the scale, enterprises have no feedback handling processes whatsoever. Complaints simply aren't on their radar and, with no viable means of evaluating the customer experience, they are essentially selling blind to their markets.

Moving up the scale, organizations will generally regard complaints as an expensive nuisance. Customer feedback is not actively solicited, and any customer data that is retained is generally logged through a non-specific system - essentially little more than data collection. Overall, the customer experience is likely to be hit and miss, with limited understanding of the customer-base which places restrictions on the ability to improve service levels.

As the progression of feedback management continues, organizations will begin to implement structured systems for dealing with customer complaints, although other forms of feedback may still be neglected. These enterprises may well have the capability to manage information effectively, with complaints often managed by a central team. However dealing with complaints is still likely to be seen as a resource drain, and there is unlikely to be a corporate wide focus on the analysis of the customer data.

Higher up the ladder will be organizations who actively seek to manage not only complaints but customer feedback as well. These enterprises encourage feedback from their customers across a variety of touch points. As businesses develop their complaint and feedback management infrastructures, they can begin to utilize customer data to learn about their customers' overall experience, allowing them to identify and implement improvements. Feedback data can be shared across the organization, and the knowledge gained used to implement continuous improvements to customer service. And, because feedback is managed so proactively, businesses can realize real and direct benefits.