Closing the Loop with Customers Online | Qualtrics UK

Closing the loop with customers online


Find out how to improve the experience for your website and app users with our guide to best-in-class digital closed-loop customer experience

The single most important part of any customer experience (CX) program is to close the loop and fix the problem your customer is facing.

Best in class close-loop programs include a range of technology resources including:

  • Real-time dashboards customised by role so the right people have the information they need to resolve the problem

  • A ticket management solution so you can track complaints through to resolution

  • Alerts and triggers that alert the right person at the right time

However, they also include a robust methodology around how they go about closing the loop.

Macro and micro level actions

In digital, closing the loop happens both on a macro and micro-level. On a macro scale, closing the loop means using the customer feedback to actually fix the problematic journeys. It means strategic change on the company or business unit level.

This might include identifying systemic issues such as consistent negative feedback across a large number of accounts that require broader initiative planning to properly address. While on a micro-level, closing the loop means personally reaching out to rectify problems with individual customers.

In most B2B settings, closing the loop with each customer is within the realm of possibility.

However, in many B2C industries (retail, travel, media, etc.) closing the loop on poor digital experiences can seem daunting. Chances are from your persistent feedback link alone you may have thousands of negative experiences that you could follow-up with.

Obviously few teams in the world are resourced to take this on. Furthermore, it is not an easy process to know who to close the loop with when there are thousands or even millions of data points.

7 best practices for closing the loop

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 automatically prioritise high-value vs. low-value visitors and triage tickets appropriately.

  3. Use technology to improve experiences for low-value customers without adding the more resource-intensive ‘personal touch’

  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.

Ready to start optimising your digital experience?