Despite the massive amount of customer feedback information available today, very little of it is being put to productive use. So why aren't firms using the customer insight gained from customer feedback to improve the likes of product development and processes?
So while collection of customer feedback data has become increasingly sophisticated over the past decade, with new channels opening for customer feedback and new technologies to harvest information at the disposal of firms, has the actual deployment of the data developed in tandem? Neil Davey investigates.