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Customer feedback is a customer’s written or spoken expression about a brand or product, whether neutral, positive, or negative. For example, in the hospitality industry, the comment “I waited 30 minutes for my room, it’s unbearable” is an example of customer feedback. In marketing, the term “customer feedback” encompasses the analysis and reuse of customer feedback to improve sales and marketing efforts. Customer feedback is collected through various channels such as emails, letters, phone calls, online reviews, and social media. This feedback can be used, for example, for management within a company. To delve deeper into the topic of customer feedback and its use in marketing, various sources can be consulted. A concrete example of the use of customer feedback, whether positive or negative, is Toyota’s use of it to engage its dealer network.

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