Feedback is information about experiences – a.k.a. the 'voice of the customer'. It's a step on the path to customer collaboration, for its strength lies in listening. It takes many forms - from unsolicited complaints to word of mouth monitoring. It can be positive or negative or neutral. It enters organisations in numerous ways, even when people try to block or eradicate it which many do!
Customer feedback is kick starting CRM programmes, improving product design and enabling six sigma projects. Feedback is the petrol driving 'sense and respond' organisations. But what is feedback, how do you get hold of it and, crucially, how do you refine it into an asset?
About the author
![Jennifer Kirkby](/files/siftmedia-mycustomer_images/photos/jennifer_kirkby_80x100.jpg")
Jennifer Kirkby is the CMC's Strategy & Business Analyst.
Currently a Director of White Waves Ltd, she was formerly CRM Research Director for Gartner, where she was a primary architect of The Eight Building Blocks of CRM and advised numerous Fortune 500 companies across Europe and Asia on their customer strategies, techniques and CRM technology.
Prior to that Jennifer was with the UK’s Modernising Government initiative running programmes to demonstrate how CRM techniques were applicable to Public Services. This followed 15 years of marketing practice in financial services and manufacturing, where she had roles in marketing research, database marketing, brand and product management, business development and strategic marketing.
She holds a degree in Economics from Leeds University and professional qualifications in Marketing, Market Research and Programme Management.
