---
title: Why feedback is the biggest untapped resource in customer management
description: "Discover how leveraging customer data and feedback transforms CRM, boosts loyalty, and drives smarter business decisions from the book \"CRMgoesDigital\"."
---

[DIGITALL Galaxy - The leadership blog for your digital transformation](https://blog.digitall.com)

# [Why feedback is the biggest untapped resource in customer management](https://blog.digitall.com/why-feedback-is-the-biggest-untapped-resource-in-customer-management)

 Written by [Sabine Kirchem](https://blog.digitall.com/author/sabine-kirchem) | Oct 23, 2025, 6:00:00 AM

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](https://link.springer.com/book/10.1007/978-3-658-45798-3)

***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. ***

[View full post](https://blog.digitall.com/why-feedback-is-the-biggest-untapped-resource-in-customer-management)

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