Omni Core · Customer Feedback · Module
Gathering it
How feedback is collected, from whom, and at what moment — designed so that the people who would not otherwise speak are represented.
The idea
How it works
People with strong views answer. The satisfied majority and the quietly departing are both under-represented, and the second group is where the money is.
Timing shapes the answer as much as the question. Asked immediately after a good interaction, feedback is favourable; asked a month later it reflects the relationship rather than the moment.
Working with it
In practice
- 01
Ask at a moment that matches the question
About an interaction, ask soon. About the relationship, ask when nothing has just happened.
- 02
Reach the people who do not volunteer
Lapsed and quiet customers hold the information nobody else has, and reaching them costs more.
- 03
Keep it short enough to be finished
Every additional question reduces completion and biases who completes.
- 04
Collect unsolicited feedback too
Support contacts, reviews and complaints are feedback that arrived without being asked for, and they are usually unread as a set.
One level in
The components of gathering it
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
The satisfied majority and the quietly departing both under-answer. The second group is the expensive one.
The other modules in customer feedback
Reading the signal
Separating what recurs from what is loud, and reading content rather than only scores.
LearnRouting
Getting each piece of feedback to whoever can actually change the thing it concerns, which is rarely the function that received it.
LearnClosing the loop
Telling the person what happened — the step that costs least, is skipped most, and determines whether anyone answers next time.
Learn