There is a difference between surveying customers and actively listening to customer feedback. Just like there is a difference between collecting feedback to track customer satisfaction versus using actionable insights from the feedback to fuel growth of the organisation, and react directly to customers, directly and positively affecting your NPS.

This boardroom will reveal results on how organisations within the Middle East are collecting feedback and the challenges they face when it comes to Customer Feedback Management as a whole.

Digital transformation waves have been accelerated due to COVID; however, most of the digitization would happen on the customer engagement channels, leaving behind the digitization and modernisation of customer feedback processes. From hours of interviews with Middle Eastern organisations, the spotlight was shined on the number of organisations still using manual tactics when it comes to customer feedback, whether it be customer segmentation, or having to aggregate reports from different systems and departments. We see an opportunity here for organization to transform their customer feedback in a way that will fuel organization growth and improve customer satisfaction.