Feedback management generally encompasses all methods designed to assess customer satisfaction and impressions following a given interaction, whether it’s a call to technical support, a visit to a store, or a service delivery. With the advent of the internet, feedback management practices have progressed considerably thanks to process automation, resulting in very low unit processing costs due to economies of scale. However, this proliferation of requests can lead to customer fatigue, potentially resulting in decreased participation or response rates if the requests are too frequent or intrusive.
The preferred communication channels for feedback management are currently SMS, email, and online platforms. In comparison, telephone and mail, although slower and more expensive, are now considered secondary channels, reserved for specific cases. The feedback collected can take various forms, ranging from simple satisfaction ratings to standardized evaluations, or even customer reviews intended for public publication.
This feedback is an essential tool for evaluating and improving the quality of customer relationships and for effectively managing teams. It allows for proactively managing the customer experience. A concrete example of feedback management would be collecting customer reviews to publish on a website. Another relevant example would be soliciting feedback from customers after an interaction with customer service.
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