The most important feedback comes directly from your existing customers. This information comes in from various channels and needs to be consolidated to extract all relevant insights.
Customers can tell you if their experiences are lining up with their needs and expectations. But only objective observers will let you know if your intended experience is being delivered as you designed it.
Your employees and managers are the front line on customer service. They have valuable insights into how to make your operations more consistent, more efficient, and more rewarding.
A large part of your customers' expectations are formed based on how your competitors operate. By speaking with non-customers and observing competitors we can help target your customer experience vision.