Chapter 7. The Closed-Loop Process

Whether you're in Shanghai, Dubai, Mumbai, or Athy, customers like to know they're heard.

—Simon Lyons, director of marketing & communication, Aggreko

Listening to customers and measuring NPS is not enough to make a measurable impact on business outcomes. A connection has to be made between listening and the actions you take. The closed-loop process is, in simple terms, listening to customers, acting on the data, communicating back intended actions, and validating the results through improved NPS and business outcomes. A good closed-loop process is both thorough and scalable.

The closed-loop process stands out as a differentiator for the Net Promoter approach. It's not that the process is hard to do; it's inherently ...

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