HOW TO: Drive improvements from customer feedback

Tips for driving action from customer feedback that will help your organisation improve customer satisfaction and retention and positively impact the bottom line

A recent study by Oxford Brookes University claims that UK businesses are losing around 20 million customers each year due to poor customer service, equating to losses of £3.69 billion. It's no big secret that understanding what customers want is the best way to keep them happy. Organisations spend hundreds of thousands of pounds engaging with customers through multiple channels, whether it's face to face interviews, outsourcing to call centres or creating web-based surveys, in a bid to gain their feedback and keep them as customers.