What are you doing with your customer feedback?

Customer feedback, both positive and negative, is important for organizations and I have witnessed first hand how feedback came shape the direction chosen for a product or service.  Feedback gives the ability to improve and boost customer satisfaction and loyalty.  But are we even using the information we collect?  According to various studies less than half of organizations that collect customer information put the information to use.  I think we are all guilty of this to some extent but how can we improve?

"The main reason feedback tends not to be put to productive use is that companies generally don't have a clear and high-level vision for why they're collecting feedback, and no formal business process to ensure that the feedback collected is actionable," suggests Gary Schwartz, vice president of product marketing at Confirmit.

I found an interesting article highlighting our ability to collect customer feedback and our inability to put the information to good use.  Read more about customer feedback.

-Brianna