What is the importance of closing the loop?

Previous section: What is closed loop feedback?

By building a solid closed loop process into your NPS program, you create an opportunity to deliver exceptional customer experiences and also collect better feedback to share with your team.

In the section below, we'll cover some key benefits you'll find as you start reaching out to more and more of your customers who respond to NPS surveys.

Develop increased brand loyalty

When you reach out to customers and chat about their feedback, you add depth to their relationship with your company. Your Promoters will be reaffirmed of their enthusiasm for your brand, and Passive and Detractors will experience your honest effort to make their experience better.

Creating a level of trust and care with customers

Closing the loop facilitates a greater sense of understanding and empathy around customer issues. By engaging in consistent and caring outreach, customers will be more and more willing to share their thoughts in future surveys.

Set-up a direct line of support for future issues

Proactively reaching out in response to NPS surveys gives the customer a lifeline in case issues pop up in the future. Rather than digging through the site to find a contact page, they'll have a direct support email they can use right away.

Catch at-risk customers prior to churn (people who may not write into support)

A large number of dissatisfied customers will avoid writing into support. As a result, these customers silently grow more and more disgruntled until they churn. NPS surfaces these otherwise silent customers, which in turn provides an opportunity to address their concerns before they cut ties.

Catch product issues early

When chatting with your customers, you'll start receiving a constant stream of bug notifications, feature requests, and more. Closing the loop with customers, quickly, allows you to be super responsive to issues as they arise – preventing frustration for all customers and the potential for customers to turn into Detractors.

Identify where you’re excelling and double down in those areas

Many people focus only on closing the loop with Detractors. However, your most vocal Promoters have very valuable insight as well. What made their experience so exceptional? What features did they find most useful? How are they getting such great value out of your product? Better understanding of their use case will help you duplicate that experience for other customers.

Identify where you can improve (ex. Detractor/Passive/Promoter feedback)

Closing the loop facilitates a process of continual learning and improvement. Spending time following up with all your survey respondents will give you clear insight into trends in feedback and common customer issues. Beyond the initial customer comment in the NPS survey, your team's follow-up can help add more color to any surfaced issues – leading to a more swift, comprehensive resolution.

Develop a customer-centric mindset across the organization

As your team follows up again and again with customers, the process of closing the loop will become second nature. Sharing feedback will seem natural, and organizational processes will automatically be built around concrete customer feedback, vs. hunches. NPS and closing the loop will put the customer's voice at the forefront of everything you do.

Ready to learn more about developing a world-class closed loop process? The next section will cover the steps towards establishing your own individual plan. How will you delegate responsibilities? What tools should you use? We’ll tackle all those questions in the next section, as well as give you a solid framework to kick-off the process right away.

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