In todays times, it is imperative that organizations deliver great customer experience. To be able to provide a customer experience par excellence, brands must regularly collect customer feedback in order to learn whats working and whats not working for the customers. Subsequently, they should make effective use of the feedback and work on it to improve the overall experience.
In a world where almost everything is just a few clicks away, customers are becoming increasingly impatient when it comes to resolving their concerns. In such a scenario, using a manual feedback collection through paper forms would seem archaic. Customers would lose trust in the brand because of the delay in processing the feedback and closing the loop on it.
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