The Future Of Customer Feedback Is Real Time And AI-Powered
Im a fan of feedback. Surveys are important. Knowing how well you are doing (or not doing) is a gift. When we receive positive feedback from our customers, we can operationalize it to enhance the experience. When we receive negative feedback, we can fix it for future customers. The point is, we should embrace feedback as one of the most important tools we have to ensure a better future for our company and customers. Traditional Feedback Typically, companies seek feedback by sending a survey, usually by email, after the interaction between the company and the customer. When done right, it is sent in a timely manner and doesn‘t overwhelm the customer with too many questions. I advocate that shorter is better. But often companies don’t get the full picture. My 2026 CX research finds that just 20% of customers “almost always” complete surveys. While 100% is not a realistic expectation, when just one out of five customers gives you feedback, is it enough? Real-Time Feedback This is about getting customer feedback in the moment. If the feedback is negative, it can be acted upon before the customer is out the door. If it‘s positive, it can allow a manager or employee the opportunity to