Omni Core · Customer Feedback · Module
Routing
Getting each piece of feedback to whoever can actually change the thing it concerns, which is rarely the function that received it.
The idea
How it works
Feedback arrives at support or at marketing and concerns product, pricing, delivery or documentation. Without routing it accumulates where it landed and is summarised rather than acted on.
The receiving function has to be able to act. Sending feedback to someone who can only forward it adds a step and no capability.
Working with it
In practice
- 01
Route to the process owner
Whoever can change the thing being complained about, identified from the category rather than from where it arrived.
- 02
Send the verbatim, not the summary
A summarised complaint loses the specificity that makes it actionable.
- 03
Track what happened to it
Routed and acted on are different. Without tracking, routing becomes forwarding.
- 04
Report the recurring ones upward
A category appearing every month for a year has not been fixed and needs someone senior to notice.
One level in
The components of routing
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Routed and acted on are different. Without tracking the second, routing is just forwarding.
The other modules in customer feedback
Gathering it
How feedback is collected, from whom, and at what moment — designed so that the people who would not otherwise speak are represented.
LearnReading the signal
Separating what recurs from what is loud, and reading content rather than only scores.
LearnClosing the loop
Telling the person what happened — the step that costs least, is skipped most, and determines whether anyone answers next time.
Learn