It is not enough to simply claim to be customer obsessed. In a climate where a moment of inconvenience could be enough to push customers to switch to your competitor, brands have no choice but to deliver what customers want. To do this with accuracy, brands need to consistently plug themselves into various sources of customer feedback.
But the reality is 91 per cent customer feedback is not properly used today, with many businesses overwhelmed by the task of processing the high volumes of insights and the soaring costs when deployed at scale.
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