There are any number of ways to track customer feedback, and there are any number of metrics you should be tracking. As the technology develops, it will become easier to decide which metrics are worth tracking in order to deliver the optimum service or amenities your customers are looking for.

Writing for Inc. magazine, contributor Annabel Action discusses various companies and what they are tracking, and how they use that information. And of course, two companies known for their service, Zappos, and Starbucks, are part of the discussion.

Tracking customer feedback will be more and more important to repeat business and customer loyalty, as key buying decisions are being made based on emotion. It is so important to form long-lasting relationships in order to ensure profitability, as your best customers will be your brand ambassadors.

Read: 4 Better Ways to Measure Customer Happiness


Paul Rutter is a customer loyalty, repeat business and customer service expert, a keynote speaker, corporate trainer and business author. He has had the unique opportunity to live with his customers and co-workers for months at a time traveling the world, and shares his experiences with land based businesses. For more information on More Than Perfect® Service, contact Paul at, follow him on Twitter on @RealPaulRutter or visit him on Facebook/PaulRutterSpeaks.

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