One company’s low-cost approach to customer feedback resulted in a major boost to sales, satisfaction and loyalty.  

“Closing the feedback loop” refers to sharing customer feedback with the employees responsible for each account, then empowering them to take the appropriate action to resolve the situation and save the relationship.

Travel specialists Carlson Wagonlit are much more in tune with the feedback loop now that they’ve made it part of their daily operation.

After years of only soliciting and responding to feedback once or twice a year, Carlson now uses email and social media to engage customers on a daily basis, according to a recent CustomerThink article.

Dissatisfied buyers (termed “Red Clients”) have their complaints filed into the company system, then forwarded to the agent responsible for each account. That agent is then responsible for following up, resolving the issue, and reporting on the outcome.

The company now credits the process with resolving thousands of complaints, increasing satisfaction significantly, and providing a major edge over competitors.