Prioritizing feedback initiatives is essential for effectively enhancing the customer experience, The first step is to identify recurring themes in customer feedback, particularly issues or requests that are frequently mentioned as these should be prioritized. Additionally it’s important to focus on feedback from high value customer segments as addressing their needs can strengthen relationships and increase lifetime value. Collaboration with cross functional teams is also crucial as they can provide valuable insights into operational challenges and areas of alignment. Lastly, consider how resolving the feedback will impact key metrics such as NPS, CSAT, and CES, and prioritize initiatives with the highest potential for driving improvement.

O feedback do cliente não é apenas uma avaliação, mas uma oportunidade estratégica para promover melhorias contínuas. Integrar VOC, CSAT e NPS no processo permite transformar insights em ações com impacto real, tanto na experiência do cliente quanto nos resultados de negócio. Além disso, implementar um fluxo de Close the Loop — no qual as empresas comunicam de volta ao cliente sobre as mudanças realizadas com base em seu feedback — é essencial para reforçar confiança e engajamento. Ao combinar dados estruturados com uma cultura de melhoria contínua e ciclos de feedback bem definidos, as empresas se tornam mais ágeis e conectadas às necessidades dos consumidores, criando conexões mais profundas e duradouras.

To enhance customer experience, feedback initiatives must begin with a clearly defined objective within the Customer Insights strategy. CSAT measurement and social media trend analysis often form part of a broader VoC/Customer Experience Insights framework. A journey-driven VoC approach provides a comprehensive view, enabling deeper insights into customer pain points. By mapping the customer journey and identifying key “moments of truth,” organizations can strategically capture feedback for impactful CX improvements. This approach should also integrate operational metrics at these critical touchpoints to align customer insights with organizational performance.

Focus on the most impactful and frequently raised concerns. This involves categorizing feedback themes, assessing the emotional intensity associated with each and identifying patterns. Then, evaluate potential initiatives based on feasibility, resource requirements and projected impact. Next, collaborate with stakeholders and customers to validate assumptions and ensure alignment. Quantifying potential benefits, like increased satisfaction or retention, helps prioritize initiatives. Regularly reviewing progress and adjusting your focus keeps you customer-centric.

Priorizamos feedbacks que elevam a experiência do cliente analisando impacto e frequência via CSAT, NPS e CRM Dynamics 365. Monitoramos pesquisas, chamados no Movidesk e tendências em redes sociais. O BI analisa dados para antecipar padrões e orientar ações. Envolvemos liderança e colaboradores para alinhar perspectivas. Um exemplo foi a melhoria no módulo de Limite de Operações, que aumentou satisfação e eficiência. E você, quais métodos utiliza?

Além de ter uma visão 360 da voz do cliente, é importante entender quais são as dores que estão mais latentes e prioriza-las. Uma metodologia simples para fazer isso é a matriz GUT(Gravidade, urgência e tendência).

I firmly believe that “feedback enhances value - for both the brand and the consumer.” By actively participating in the feedback process, consumers become co-creators of brand values. When brands take responsible action based on feedback, they generate superior value for consumers. This process is ongoing. The type and channel of feedback depend on the situation. Concise feedback, tailored to specific objectives, can be highly effective instead of generic surveys. Direct feedback, based on first-party data, is often more valuable.

In order to prioritize the initiatives to improve the customer experience, I find the DVF framework to be super relevant and powerful. The initiatives should be scored basis: 1. Desirability: How much impact the initiative will make on customer experience? 2. Viability: How much will the initiative cost to implement? 3. Feasibility: How easy would be to implement this initiative both technically and operationally. A cumulative score across these three elements can help arrive at a holistic prioritisation of initiatives.

Voice of Customer and dissatisfaction score in combination tend to give the best insight into this topic. Those who complain usually complain most.