The Omnichannel Journey: Incorporating Customer Feedback in Journey Maps

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The Omnichannel Journey: Incorporating Customer Feedback in Journey Maps

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(Note – This post, “The Omnichannel Journey: Incorporating Customer Feedback in Journey Maps,” is the ninth of a ten-part series, titled “The Omnichannel Journey.” If you haven’t read our last post in this series, please be sure to do so. We will release new posts in this series every week. Therefore, subscribe to our blog to receive notifications when we publish new articles.)


In today’s consumer-centric environment, it’s crucial to understand the customer’s complex interactions with your brand. By effectively using omnichannel journey interactions and journey maps, your company can gain a deeper understanding of consumer behavior, preferences, and experiences, leading to the development of strategies that best match customer needs and expectations.

Incorporating customer feedback into journey maps is essential, offering insights and identifying opportunities for refinement and innovation. According to a study by the Temkin Group, companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience.

Defining Omnichannel Journey and Journey Maps

Omnichannel journeys represent a consumer’s interactions across multiple channels and aim to provide seamless and integrated customer experiences. For instance, a Harvard Business Review study found that 73% of consumers use multiple channels during their shopping journey.

Journey maps provide a visual representation of a customer’s processes, needs, and perceptions with a brand. These illustrations are crucial for businesses seeking to improve customer experience. They help companies like Amazon ensure a seamless customer interaction and proactively address potential issues at different touchpoints.

Importance of Customer Feedback in Journey Maps

Customer feedback plays a key role in guiding improvements to customer interactions within journey maps. It enables companies to refine their approaches based on direct consumer inputs, which leads to improved customer satisfaction. For instance, companies like Apple use customer feedback to enhance their product offerings and address consumer needs effectively, thereby improving the overall customer experience.

The value of integrating customer feedback into journey maps cannot be overstated. According to a report by McKinsey & Company, customer feedback plays a crucial role in refining journey maps, with potential benefits including a 20% increase in customer satisfaction and up to a 15% boost in revenue. Additionally, leveraging customer feedback effectively can reduce the cost of serving customers by as much as 20%.

Collecting Customer Feedback

Collecting customer feedback is crucial for gaining insight into the customer experience and enhancing it. To achieve this goal, companies can utilize various methods and tools, including surveys and social media listening. A study conducted by Spiegel Research Center reveals that almost 95% of shoppers make it a priority to read online reviews prior to making any purchase, underscoring the importance of gathering customer feedback.

Employing diverse feedback collection strategies is vital for obtaining comprehensive insights. According to a HubSpot report, companies that collect feedback through multiple channels are 50% more likely to retain their customers than those who rely on just one channel.

Strategies for Collection

When it comes to collecting customer feedback, there are multiple strategies available, including surveys, social media listening, and user interviews. For example, Salesforce incorporates multiple feedback collection techniques to enhance their understanding of customer needs and preferences. A practical approach is to implement a mix of quantitative and qualitative methods, allowing for a deeper understanding of the subject at hand.

The choice of a feedback collection strategy often depends on the customer interaction phase. For example, user interviews may be more suitable during the initial product development stages, while surveys might be more effective post-purchase. A balance of different feedback collection methods at various stages ensures a more rounded view of the customer experience.

Leveraging Technology

The advancement of technology plays a pivotal role in automating feedback collection. Analytics and AI have emerged as instrumental in collecting and analyzing customer feedback, with companies like IBM leveraging Watson Analytics to understand customer needs and expectations better.

Additionally, CRM systems are fundamental in aggregating customer interactions and feedback, offering a consolidated view of customer experiences. For example, with Microsoft Dynamics 365, companies can effortlessly incorporate feedback, gaining valuable insights to enhance customer interactions and relationships.

Evaluating Customer Feedback

Evaluating customer feedback is vital for gaining a precise understanding of its implications and pinpointing areas for improvement. By carefully examining both subjective and objective feedback, businesses can uncover valuable information to improve the overall customer experience. A study by American Express highlights the importance of effective feedback evaluation, revealing that customers are more inclined to make larger purchases from companies that offer exceptional customer service.

Through interpreting feedback, companies can discern patterns and trends, providing valuable insights into customer preferences and expectations. When evaluating feedback, one must carefully examine customer responses in order to gain a better understanding of their perceptions and experiences, which leads to more informed business decisions and increased customer satisfaction.

Analyzing Feedback

Analyzing Feedback

Deciphering customer inputs requires analyzing both qualitative and quantitative feedback. Companies can enhance their understanding of customer sentiments and opinions by utilizing techniques like sentiment analysis and text analytics. A Gartner study found that implementing analytics for customer feedback leads to a notable increase in customer satisfaction and a decrease in churn for businesses.

Identifying trends and patterns in customer feedback helps companies in anticipating customer needs and addressing them proactively. Google, for example, employs a range of analytical tools and techniques to discern emerging patterns in customer feedback, enabling them to refine their products and services continually.

Prioritizing Feedback

Incorporating customer feedback often involves sifting through vast amounts of data. To avoid getting overwhelmed, businesses need a systematic way to prioritize this feedback. A 2019 study by Forrester Research showed that companies that effectively prioritize customer feedback are 1.5 times more likely to retain customers.

For example, if an e-commerce site receives feedback about both website design and payment gateway issues, addressing the payment concerns might take precedence, given its direct impact on sales. Tools like feedback scoring, which assigns weights based on feedback’s potential impact on business metrics, can be instrumental.

Refining Journey Maps

Designed to adapt, journey maps are fluid documents that evolve over time. When incorporating customer feedback, it is important to regularly update them to align with evolving customer experiences and expectations. Airbnb, in response to ongoing feedback about the challenges of the check-in process, unveiled a feature that enables hosts to furnish step-by-step check-in instructions.

Another example involves a banking institution that received feedback about their arduous loan approval process. In response, they enhanced their journey map by incorporating additional digital touchpoints. As a result, customers experienced a decrease in face-to-face interactions and paperwork.

Continuous Improvement

Just as Rome wasn’t built in a day, perfecting a customer journey is an ongoing process. Incorporating customer feedback means continuously adapting to meet ever-changing needs. Amazon is a prime example. From its early days as an online book retailer, feedback-driven iterations have transformed it into the global e-commerce behemoth it is today.

Furthermore, tools like Net Promoter Score (NPS) can help to gauge customer satisfaction. For example, if a company sees a sudden drop in its NPS, it can trace back to specific changes made and adjust accordingly.

Integrating Feedback Across Multiple Channels

Today’s customer interacts with businesses across multiple platforms. As a result, feedback comes in from various channels, each with its unique characteristics and user expectations.

Ensuring Consistency

Incorporating customer feedback consistently across all channels is crucial. An article from Forbes highlighted that customers who have a consistent experience across all channels are three times more likely to remain loyal to a brand and spend more.

Take Apple as an example. Feedback showed that customers appreciated the seamless integration between their products. As a result, Apple doubled down on ensuring that an action started on one device, like an iPhone, can be effortlessly picked up on another, like a Mac.

Channel-Specific Adaptations

While consistency is vital, so is channel specificity. Feedback from mobile app users might differ significantly from that of desktop users. In 2020, a survey by Mobile Marketer found that 72% of users expect mobile apps to “know” and cater to their preferences, emphasizing the need for tailored experiences.

Streaming services like Netflix illustrate the shift in incorporating customer feedback. Mobile user feedback on data usage resulted in the addition of downloadable content, which is less relevant for desktop users.

Incorporating Negative Customer Feedback

Incorporating Negative Customer Feedback

Negative feedback, though sometimes hard to digest, offers invaluable insights for companies willing to see them as opportunities. When skillfully incorporated, they can lead to improved customer relations and operational efficiencies.

Learning from Criticism

There is a lesson hidden in every piece of negative feedback. According to a report from Esteban Kolsky, 13% of unsatisfied customers express their dissatisfaction to 15 or more individuals. However, resolving the issue during the customer’s initial interaction could prevent 67% of this.

For instance, United Airlines faced a PR crisis in 2017 when a passenger was forcibly removed from an overbooked flight. The incident, captured on video, went viral. Furthermore, feedback was overwhelmingly negative. In response, United not only changed its overbooking policy but also introduced a “customer resolution” initiative, ensuring such incidents wouldn’t occur in the future.

Turning Negative into Positive

By incorporating customer feedback, especially negative, an organization can steer towards success. Domino’s Pizza is a prime example. In 2010, they acknowledged customer feedback and admitted their pizza could be better. Afterwards, they completely changed their recipe and marketing strategy. What was the result? Same-store sales in the subsequent quarter soared to a record high, with a 14.3% increase.

Another approach businesses can adopt is following up with unsatisfied customers, addressing their concerns, and potentially turning them into brand advocates. This not only mends individual relationships, but also builds the brand’s reputation for accountability and responsiveness.

Employee Training and Development

Employees, as the face of the company, hold a pivotal position in gathering and executing customer feedback. Training them appropriately can significantly enhance the effectiveness of feedback incorporation strategies.

Equipping Employees

Incorporating customer feedback starts from within. A Gallup poll revealed that companies with engaged employees see a 10% increase in customer ratings. Equipping employees with the right tools and training ensures that they not only understand customer feedback but also implement changes proactively.

An excellent illustration of exceptional customer service is Zappos, the online shoe and clothing retailer. By incorporating customer feedback into their training modules, they ensure employees are always attentive to customer needs and concerns.

Role in Feedback Implementation

Employees aren’t just passive receivers of feedback; they play an active role in its incorporation. For instance, Toyota’s famous “Kaizen” approach encourages workers to suggest operational improvements, many of which directly result from customer feedback. This has led to many process enhancements and innovations over the years.

Incorporating customer feedback at the employee level ensures a bottom-up approach, ensuring that insights aren’t lost in hierarchical bottlenecks and that the company remains agile in its response to customer needs.

Customer Centric Culture

Customer-Centric Culture

Businesses that aim for long-term success understand the importance of building a customer-centric culture. Such an orientation ensures that feedback is not merely gathered and examined, but also valued and implemented.

Building a Customer-Focused Organization

The importance of a customer-centric culture can’t be overstated. Bain & Company found that companies with a customer-centric culture are 60% more profitable than non-customer-focused companies. This goes above and beyond mere customer service and delves into truly understanding and anticipating their needs and desires.

Starbucks, for example, regularly incorporates customer feedback into not just their products but also their store design, loyalty programs, and even music played in their stores. This holistic approach ensures customers feel heard and valued at every touchpoint.

Benefits of a Customer-Centric Approach

Beyond profitability, a customer-centric approach fosters loyalty, generates word-of-mouth marketing, and aids in sustained growth. A study by American Express found that 70% of consumers would spend more (around 17% more, on average) with companies that offer exceptional customer service.

Take Nordstrom, for instance. Their legendary customer service isn’t just about addressing complaints but actively seeking and incorporating customer feedback into their service policies, leading to unparalleled brand loyalty in a competitive market.

Measuring the Impact of Implemented Feedback

Measuring the Impact of Implemented Feedback

When a business commits to incorporating customer feedback, it’s imperative to measure the impact of these integrations. This helps in comprehending the return on investment, while also pinpointing areas that need improvement.

Key Performance Indicators

Metrics, or KPIs, are indispensable in understanding how effectively feedback is being incorporated. For example, after implementing a piece of feedback, monitoring Net Promoter Scores (NPS) can provide insights into customer satisfaction changes. According to Bain & Co., a 5% increase in customer retention can lead to more than a 25% increase in profits. Another relevant metric is the Customer Satisfaction Score (CSAT), which directly gauges customer responses post-feedback incorporation.

Apple stores, with their sleek and modern design, prioritize customer satisfaction by regularly using CSAT to evaluate the impact of their in-store enhancements, which often come from valuable customer input. By using data-driven approaches, incorporating feedback becomes more than just a checklist item; it becomes a strategic maneuver.

Refinement Based on Metrics

After incorporating feedback and observing metrics, the next step is to refine the process. For example, if a newly launched feature, based on customer feedback, sees a dip in user engagement, it indicates that further adjustments are necessary.

Amazon prides itself on its dedication to continuously refining its operations. Based on customer feedback, they’ve made countless tweaks, from their recommendation algorithms to their checkout process. Their ‘1-Click’ feature was born out of feedback on streamlining the purchase process, which they continually refine based on metrics to provide an optimal experience.

Legal and Ethical Considerations

Incorporating customer feedback isn’t just about operational and strategic shifts; it’s also about maintaining the trust customers place in your business. Therefore, upholding ethical and legal standards is crucial to maintaining this trust.

Compliance with Data Protection Regulations

Feedback often contains personal customer information. Consequently, ensuring its protection is paramount. According to a survey by Pew Research Center, 73% of U.S. adults are concerned about how companies use their data. GDPR in Europe and CCPA in California are just two examples of stringent data protection regulations companies must adhere to when incorporating feedback.

For example, when Spotify collects feedback, it takes measures to protect user privacy by anonymizing and aggregating the data in compliance with global data protection norms.

Ethical Use of Customer Feedback

While feedback is a goldmine of insights, it’s important to ensure that it’s used ethically. This includes not manipulating feedback to present a false narrative or using feedback to exploit customer vulnerabilities.

Patagonia’s mission to build the best product, cause no unnecessary harm, and use business to inspire solutions underlines their approach to feedback. They transparently showcase customer feedback, both positive and negative, to ensure the ethical use of the insights they receive.

Case Studies: Success Stories and Lessons Learned

Real-world examples can provide a wealth of knowledge on how companies have successfully navigated the complexities of feedback incorporation. Therefore, let’s look at a couple of examples.

Analysis of Successful Implementations

Dropbox, a cloud storage solution, offers a compelling case study. Initially, they faced a challenge in explaining their product’s value proposition. However, incorporating customer feedback led them to develop a clearer onboarding process, resulting in a significant uptick in user adoption.

Another success story is Airbnb. They incorporated customer feedback regarding a lack of trust between hosts and guests. In response, they introduced features like verified ID and improved review systems, dramatically enhancing platform trustworthiness.

Overcoming Challenges

Incorporating feedback comes with its fair share of challenges. Microsoft faced backlash with Windows 8’s design changes, as users criticized the company’s departure from the familiar Windows interface. However, by incorporating customer feedback, they made significant alterations in Windows 10, leading to higher adoption rates and customer satisfaction.

Similarly, Snapchat, having experienced a significant drop in users due to an unpopular redesign, made a deliberate effort to listen to user feedback. By making several iterative changes, they were able to fine-tune their product based on user feedback, resulting in a stable user count and improved engagement metrics.

Incorporating Customer Feedback Summary


In the era of digitization and heightened competition, incorporating customer feedback into business operations isn’t just a choice—it’s a necessity. By understanding and internalizing this feedback, businesses can offer personalized experiences, foster loyalty, and ensure continued growth.

Review of Incorporating Customer Feedback in Journey Maps

The core of incorporating customer feedback lies in journey maps, which provide a visual representation of the customer’s interaction with a brand across multiple touchpoints. For companies like Netflix, whose recommendation engine is fine-tuned based on consistent feedback, it’s a testament to how customer input can lead to game-changing innovations. Their use of feedback has allowed them to serve personalized content to millions, ensuring a better user experience and sustained customer loyalty.

Moreover, platforms like Zendesk and HubSpot have made incorporating customer feedback into journey maps easier than ever. Through their advanced analytics and feedback collection tools, businesses can not only gather feedback but also visualize how it intersects with different stages of the customer journey, ensuring a cohesive strategy for improvement and advancement.

Reflection on the Omnichannel Journey

The omnichannel journey represents the future of customer interaction. As digital touchpoints multiply, it’s becoming increasingly essential to ensure a consistent, feedback-informed experience across all channels. Companies like Sephora have mastered this by incorporating customer feedback into every touchpoint, be it their app, website, or in-store experience.

The progression of omnichannel strategies has shown that incorporating customer feedback isn’t just a onetime task. With evolving customer needs and technological advancements, feedback will continue to shape the future of these journeys, ensuring businesses remain relevant and in tune with their audience.

Key Takeaways

Once you’ve thoroughly explored incorporating customer feedback, it’s important to consolidate your knowledge and understand the actionable aspects. Therefore, here are a few important points.

Actionable Strategies and Insights

At its heart, incorporating customer feedback is about active listening and effective implementation. Some actionable insights include:

  • Regularly deploying feedback collection tools like surveys and social media listening.
  • Using technologies like AI and analytics to process feedback at scale.
  • Ensuring an ethical approach to feedback collection and implementation while always keeping data privacy regulations in mind.
  • Constantly updating and refining journey maps based on fresh feedback.
  • Training employees to be adept at handling feedback and making it an integral part of the organizational culture.

To illustrate, let’s look at Domino’s Pizza. By incorporating customer feedback about delivery times and pizza options, they introduced their pizza tracker and a new recipe, which helped to turn around their business and improve customer perception.

The Path Forward

As businesses evolve, the significance of incorporating customer feedback will continue to grow. The next frontier could involve incorporating customer feedback in real time, allowing for immediate improvements to enhance the customer experience.

Companies should be ready to adjust their strategies to accommodate these developing paradigms. With platforms like Salesforce taking the lead, the future becomes clearer as real-time customer feedback integration becomes a reality. With the rapid progress of technology and evolving customer preferences, businesses that prioritize and effectively incorporate customer feedback will prosper.

Looking ahead, every business, whether a startup or a global conglomerate, should consider feedback as its compass, guiding it towards customer-centric growth and long-term success.

Coming Up

In the next and final part of our series, “The Omnichannel Journey,” we discuss methods and best practices for putting it all together to create a customer journey map that provides better and more consistent experiences and drives results for your business. Therefore, if you really want to take your company’s customer service to the next level, don’t miss our next post. Sign up for notifications or check back in a few days for the next post.

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Ian Tempro, COO, at IA Solutions by IA Call Center writes about his 20+ years of extensive contact center experience in leadership, client relationships, operations and specialized vertical markets.

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