Taking Stock Of Customer Feedback

The first step to weaving customer insight into marketing planning is to understand the places that feedback can be gathered. Today’s customer feedback comes from several formal and informal sources. Forrester strongly recommends a feedback audit to rein in disconnected pockets of customer intelligence. By closely monitoring and relying on what customers are saying about an organization’s business, products, and service, the organization gains an early warning system and a foundation for proactive steps. In this report, we provide a checklist for identifying sources of customer feedback and discuss why an audit of these sources is invaluable.