Pretty Good Practice: Tie Feedback to Future Behavior


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One Pretty Good Practice I want to see all my clients adopt is tying customer feeback to future behavior.

This involves keeping customer survey records active, and updating them as the customer makes new buying decisions. For example, when a customer who did a customer survey in the past buys a new product, closes an account, upgrades, etc., the new transaction is added to the old survey record.

That makes the customer survey not just a snapshot of the customer’s opinions at one moment in time, but an ever-expanding longitudinal data set tracking how customer opinions affect future behavior.

Once this data set exists, it’s straightforward to analyze it to determine strategic drivers like just how much loyalty a bad customer service experience costs, which customers might be ripe for a new purchase, and what early warning signs to look out for in a customer who is considering leaving.

These are things most companies can only guess and estimate. Having this hard data allows making much smarter decisions about where to allocate resources, knowing with precision what customers like to complain about and what really drives their behavior.

Republished with author's permission from original post.

Peter Leppik
Peter U. Leppik is president and CEO of Vocalabs. He founded Vocal Laboratories Inc. in 2001 to apply scientific principles of data collection and analysis to the problem of improving customer service. Leppik has led efforts to measure, compare and publish customer service quality through third party, independent research. At Vocalabs, Leppik has assembled a team of professionals with deep expertise in survey methodology, data communications and data visualization to provide clients with best-in-class tools for improving customer service through real-time customer feedback.


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