Closing the loop with your customer

One of the biggest drivers of customer satisfaction is closing the loop – aka telling the customers what we are doing with their data. Although it is a huge driver, it is often overlooked or done via impersonalized, mass messages. This approach leaves a lot of value on the table. Our study will show the results of a series of mini tests we conducted doing different types of personalized close-the-loop messages. It will also show our partnership with our data science team and the impact each of those mini tests had on our business KPIs (spend, tenure, engagement).

The last step of a mature program, often overlooked by market research teams, is closing the loop with your customers. Our field tends to neglect telling the customers what we are doing with their information and data or even thanking them for providing valuable insight. Although it’s a cliché, I truly would be rich if I had a penny for every customer open-end that had some variation of “Are you even reading this?” or “I don’t know why I am spending time filling out a survey that no one will read.”

If you are a part of a rare team that does close the loop, it is often done with impersonal, mass communications that leave some customers confused. Our team has now conducted a series of mini tests, doing personalized close-the-loop messages to our players based on their survey responses. We also partnered with our data science team to show the impact of these messages. This case study will deep-dive on how we are trying to scale this program, which type of messages were most successful, and how they impacted our business KPIs. (Messages tested: sentimental and technical. KPIs tested: spend, tenure, engagement.).

Key takeaways:

1. Closing the loop is one of the biggest drivers of customer satisfaction that is often overlooked or is done poorly.
2. Personalizing messages to your customers drives important business KPIs.
3. These messages can be scaled while remaining personal (within reason).