Customer feedback and the generation of insights are critical pieces in the customer experience technology ecosystem. Customers want the opportunity to be heard and acknowledged, but on their own terms and via their own channel choices. They also want action taken on their feedback. Ideally, these actions are taken in a timely fashion and in a focused, personalized manner.

Feedback can be gathered via a growing number of tools and processes, from traditional email surveys to customer communities.

For customers to give up their time and respond to even a fraction of the outreach companies are doing, they need to trust their opinions are being heard and their feelings are validated and addressed. If the feedback loop is left open, it can be a very unsatisfying touchpoint in a customer’s journey with a brand. Consumer expectations are high in the area of feedback, and there are solution sets in the market that can help companies meet and exceed these expectations. It is not just the “being heard” part that is part of the challenge for CX programs, it is being heard in a way that provides closure and a positive feeling at the end of the process.

Two recent announcements demonstrate real-world examples of how feedback tools and strategies resulted in actions. In one case, a new product line was created and in the other, multiple CX improvements were made.

Skincare brand AXIS-Y, a South Korea-based company that prides itself on being a community focused brand, launched an entire new skincare line that was two years in the making by leveraging research and its user community. To start the process, AXIS-Y gathered feedback from more than 1,000 influencers from their community, representing 68 different countries, to make sure that the product would align well with what their customers needed and wanted. The company has previously enhanced its products based on customer feedback, but this was its first new product launch developed from scratch using information received from the company’s community. AXIS-Y gathered information on how different skin types reacted to different climates, skin types, and skin concerns. The company positioned the launch of this new product line (ay&me) as “expressing their appreciation for their community and giving back by creating something especially for them.”

Finnish airport company Finavia, used a combination of surveying, operational data, and employee feedback to implement action and smooth out the customer journey. “We want to provide arriving, departing, and transfer passengers with a smooth, stress-free, and memorable experience at our airports,” says Katja Siberg, SVP, Marketing, Communications and Customer Experience at Finavia. “We obtain information on customers’ wishes and needs from our regular customer surveys, direct customer feedback, and the observations made by our personnel. This information enables us to respond to customers’ wishes quickly as necessary.”

Using customer survey data and observations of customer service representatives at the airport terminal, information desk, parking service desk, and parking areas, actions were taken at the Helsinki Airport that improved travelers’ experiences. Changes were made to the service offering and signage based on the feedback received. Additionally, the company combined operational data to improve aircraft parking spaces and turnaround time, which will improve travel experiences for transfer passengers.