CX Research

Why CX Feedback Matters

At its core, CX feedback helps businesses refine products and services, remove friction, and stay agile. Done well, it reduces time spent firefighting and frees time for innovation – strengthening loyalty and deepening brand engagement.

Ask the Right Questions – In the Right Way

CX feedback should feel like a brand-enhancing interaction, not a chore.

• Metrics like NPS track performance, but don’t reveal how to improve – always ask “why?” and “what next?”
• Keep the tone warm and human. Every feedback request is another brand touchpoint.
• Make it feel worthwhile for the participant by keeping surveys concise, relevant, and actionable.

Be Channel Relevant

Different channels deliver different experiences – acquisition and service journeys are not the same.

• Tailor feedback approaches to the touchpoint.
• Always include core KPI ‘golden questions’ so results can be compared across channels.

Manage the Data Streams

A well-designed CX programme doesn’t just collect data – it integrates it.

• Use a data management platform (DMP) to store and connect all streams of feedback.
• Ensure the DMP dovetails with CRM and analytics tools (Salesforce, Tableau, etc.).
• Take a holistic view, so insights build over time and drive more powerful, actionable outcomes.

Firestarting!

CX feedback is only valuable if it sparks change. Remember ACDC:

• Actionable – clear next steps.
• Clear – easy to interpret.
• Digestible – stripped of unnecessary complexity.
• Concise – no fluff, just impact.

Well-executed programmes don’t just collect numbers – they start fires across the business, igniting purposeful action and embedding a culture of continuous improvement.

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