Use Customer Insights To Close Four Loops
August 15, 2016 3 Comments
Companies that have voice of the customer (VoC) programs (including NPS) often put in place a closed-loop process. Those efforts often focus on closing a single loop, immediately responding to a customer after they respond to a survey. But this represents only one of four loops that companies need to close.
In the report, Make Your VoC Action-Oriented, we introduced the concept of four closed loops.
Here’s an example of the four loops for a restaurant chain:
- Immediate Response. Reach out to a restaurant customer who responded on a survey that the bathroom was dirty and help take care of her ongoing concerns.
- Corrective Action. Get the manager or employee to clean the bathroom in that restaurant.
- Continuous Improvement. Create new process for restaurants to check and clean bathrooms on a regular basis.
- Strategic Change. As part of new restaurant formats, design bathrooms so that they don’t require as much time from employees to keep them clean.
The bottom line: Make sure to build out four closed loops.