Customer Feedback vs Customer Experience Measurement

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What is the difference between opt-in customer feedback versus random-sample customer experience measurement? 'Feedback' direct to the company and via social is dominated by extreme opinions. You're missing customer experiences if you only target people with strong positive or negative feelings. This results in chasing the squeaky wheel and ignoring the silent majority.

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  • Feedback is opt-in, and inherently reactive, because businesses focus on addressing the issues raised by the "squeaky wheels." Measurement is random and representative, which allows businesses to prioritize changes based on everyone's experience: lovers, haters, and those who fall somewhere in between.
  • Customer Feedback vs Customer Experience Measurement

    1. 1. Listening to feedback alone can be misleading ► Feedback direct to the company and via Social is dominated by extreme opinions ► This results in chasing the squeaky wheel and ignoring the silent majority Status Quo: Next Generation: Behavioral data Opt-in Feedback Voice of Customer VOC Measurement Property of ForeSee – Proprietary & Confidential 1

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