When your company sees the customer experience as an absolute core to what you do, you have a customer-centric culture. Customer satisfaction brings meaning to your organization, forming the basis of both internal and external communication and providing the driving force for action. According to research carried out by Deloitte and Touche, customer-centric companies are 60% more profitable than those not focused on the customer (Kostis Thaniotis, 2019).
Hence, businesses are looking at the customer feedback tool as a foundation for this success. If we don’t know what’s right, we can’t do more of it. If we don’t know what’s wrong, we can’t do less of it. Without customer feedback, we are destined to fail. (Brian Halligan, 2020)