Why feedback is the biggest untapped resource in customer management

There's loads of data out there – but are we truly utilizing it? And more importantly, are we using it effectively? The chapter “Using Customer Data and Feedback to Optimise Products and Services” illustrates how systematic feedback management can improve products, services and entire business models – given that you genuinely consider data, processes and customers together.

What I took away from the chapter:

• Customer data is not a by-product: it is the starting point for better services, more relevant offers, and sustainable customer loyalty.
  
  
• Both the ‘what’ and the ‘how’ are essential: objectivity, reliability, and validity determine the value of a database.
  
  
• Good data alone isn't sufficient; only through intelligent connections and thoughtful application can we create real added value.
  
  
• Three areas of application stand out: lead generation, interaction design, and performance optimization, all of which benefit from systematic feedback.
  
  
• Fascinating: the variety of practical examples – from Harrods via Swiss Airlines to BMW and SAP – makes the chapter highly engaging and motivating.

My conclusion: Anyone who does not consistently leverage customer data today is missing out on significant potential, both operationally and strategically. This chapter offers foundational insights and an entire toolbox for data-driven customer engagement. It is essential reading for anyone looking to transform CRM from merely a storage system into a powerful tool.

🔗 To the book on Springer

This blog post is based on the chapter „Using Customer Data and Feedback to Optimize Products and Services“ by Laura Braun and Sven Reinecke from the book "CRM Goes Digital – Design and Use of Digital Customer Interface in Marketing, Sales and Service," published in 2024 by Springer Gabler Publishing House.