Collecting and analysing feedback is one thing, but bringing it to a profitable conclusion by taking action is what makes the whole feedback process worthwhile. We refer to this last step as closing the feedback loop. This is a key concept in managing the online customer experience, which is why its important that this step is not overlooked. Its also imperative that this step is carried out as efficiently and effectively as possible. To do this, close collaboration is often required. The question is, what does this collaboration look like?
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