Historically, the vast majority of customer feedback was anonymous. It was collected in a “market research mode,” which meant no one could follow up with individual customers to address their issues directly. The flawed logic behind this was built on a belief that customers would not share honest feedback unless their identity was kept secret. That might be true in some circumstances, but in my experience, it’s rare. Anonymity in customer feedback is, frankly, overrated. People want to be heard. They want their feedback to be acknowledged. They want to know that the time they invested sharing feedback meant something and was acted on. Closing the loop is essential to building lasting customer relationships, and it is an invaluable opportunity to dig more deeply into the details of what delighted or enraged them. It offers an opportunity to begin digging into the root causes of customer satisfaction or dissatisfaction to uncover policy problems, issues with product design, or other pesky issues that require cross-functional collaboration.
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