Why brands should ask customers for feed-forward, not feedback

Although customer feedback is an important tool for assessing your company's performance, it can be limiting. Feedback from a dissatisfied customer highlights the mistakes you've made, and gives you an opportunity to correct problems, while feedback from a satisfied customer about what you did well only helps you maintain the status quo. Asking your customers for feed-forward, on the other hand, creates opportunities for the future. Here, marketing leadership expert Thomas Barta shares how to use feed-forward as "a powerful force for change."
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