Customer feedback plays an essential role within organizations, allowing you to obtain invaluable customer data and adapt the delivery of your customer experience accordingly.
Today, almost all companies are conducting customer feedback surveys in order to gain a better understanding of how their customers view their business, products, and services, as often the customer journey as a whole. But the fact is that the CX feedback youre basing key decisions on, could well be misleading, inaccurate, incomplete, or just plain wrong. Its not that your customers are lying to you or not coming clean, rather, the feedback you do get is not giving you the complete picture.
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