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Closing the Loop on Digital Customer Experiences

6 min read
Turn unresolved customer issues into brand-strengthening customer experiences. Maximise the hard work you did to get a customer to your website or app by collecting, managing and responding to customer feedback on your digital platforms in a way that creates a competitive advantage.

The single most important element of an effective CX program is to close the loop and fix the problem your customer is facing. Best in class closed-loop programs include a range of technology resources including:

  • Real-time dashboards customised by role
  • Ticket management solution
  • Alerts and triggers (the right person is notified at the right time)

Additionally, they include a robust methodology around how they go about closing the loop. In a digital setting, closing the loop happens on a macro and micro-level. On a macro scale, closing the loop means utilising the customer feedback to actually fix the problematic journeys. It involves strategic change on the company or business unit level. This might include identifying systemic issues (consistent negative feedback across a large number of accounts) that require broad initiative planning to properly address. On a micro-level, closing the loop means personally reaching out to individual customers and rectifying problems.

In most B2B settings, closing the loop with each customer is possible. Conversely, in many B2C industries (retail, travel, media, etc.), closing the loop on poor digital experiences can seem daunting. Your persistent feedback link alone you may even have thousands of negative experiences that you could follow-up with. Obviously, few teams in the world (if that) have the resources to take this on. Furthermore, it is not an easy process to know which customers to close the loop with when there are thousands (or even millions) of data points.

Setting the Foundation For Digital CX Closed Loop

Before you can start closing the loop you are going to need the systems in place to do so. As daunting as this can be, having the right tools in place can not only make the feedback manageable but turn your customer feedback data into a competitive advantage. Customer feedback is a gold mine that can help you decipher want your customers want on their buyer journey. These systems will give you the ability to implement the feedback and make changes fast.

1. Website and Mobile App Collection Points

Collection points are where you get your data. You want to make sure it’s easy for customers to provide feedback directly from your website and mobile app. With Qualtrics, customers can give feedback through feedback tabs, post-purchase emails, intercept surveys, and contact us forms. It’s important to think about all the possible ways a customer is interacting with your brand and make sure that it’s easy for them to provide feedback.

2. Dashboards and Alerts to Find Items Needing Follow-up

A true voice of the customer platform allows you to make sense of what’s going on in your business. With configurable dashboards for every role and relevant insights for the right people to see, it’s easier than ever to zoom into the individual customer and zoom out to see the big picture.

When the right people can see the information they need to see quickly, their time is spent on improvements instead of searching for information when they have time. The ability to flag key feedback and escalate important cases is necessary. Things like dashboards, chat system integrations like slack and email alerts will help your team know when high priority issues arise.

3. Systems and Processes in Place to Take Action

Turn unresolved customer issues into brand-strengthening customer experiences. Once the data collection and data response have been systematically utilised, you can start to respond to the customer personally. With Qualtrics Dynamic Closed-Loop Follow-Up, you can automatically identify and prioritise customer issues based on customer satisfaction scores or keywords, trigger real-time notifications of pressing issues to frontline staff, and give managers visibility so they can track issues through resolution. Imagine being able to not only collect feedback from customers but let them know individually what your plan is to resolve their issues through outbound calls or emails. This creates happy and loyal customers.

For this to be truly successful you will need to make sure your CX system and your call centre/ticketing system are talking to each other. Once the technical integrations are in place the next step is process creation. What happens when you find a detractor in your NPS survey? Make sure you have a process for finding the right person to reach out and they have the power to fix the issue your customer is facing.

Here are some best practices for closed-loop management:

  1. Ensure those who are responsible for closing the loop are empowered to delight the customer.
  2. Establish rules to prioritise high-value vs. low-value visitors and triage tickets appropriately.
  3. Use technology to improve experiences for low-value customers.
  4. Macro fixes will have the biggest blast radius. Focus here first, then follow through on the micro-level.
  5. Use the data to drive change, not just monitor metrics.
  6. Get senior leaders involved.
  7. Spend the right time to identify root cause issues.

Your digital customer experience can make or break your brand. Having a poor customer experience can undo a lot of the hard work that it took to get the customer to your website or app. Putting a system in place that captures, manages, and responds to customer feedback can create an unparalleled competitive advantage. Talk to Qualtrics to see how we can help improve your digital customer experience today.

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