The customer journey can be a rollercoaster of highs and lows, what’s important for businesses is that the highs outweigh the lows. Real-time feedback tools can help address customer expectations, but only if the team operating the tool makes sure customer feedback is actioned in a timely and appropriate manner.

It can sometimes be difficult to decide on the most suitable form of action to take when receiving customer feedback, irrespective of whether it is positive or negative. Subsequently, we’ve put together a list of the major dos and don’ts when it comes to managing customer feedback in real-time.


  1. Allow customer feedback to be managed by operations teams on the ground.

Not only will front-line teams be the quickest to action the feedback, but they are usually the ones with the necessary resources to action feedback in real-time. Additionally, operational staff almost always have some aspect of their role that is customer facing, so they likely already have a relationship with the customer, whether through a simple greeting or a previous visit.

  1. Set up staff communication channels.

It is important that your team have a way in which to communicate their actions to one another in real-time so that you know which customer feedback has been actioned and who handled it. This will make actioning customer feedback faster and minimize any chance of confusion between staff members who may otherwise double up in contacting the customer.


  1. Reinvent the wheel.

There is no need to create a whole new protocol for managing during-stay customer feedback, adding yet another task to your staff’s already long list of things to check off in a day. In order to maximize the opportunity that exists in real-time customer feedback, allow operations teams to integrate new tools into processes that are already in place. Help staff prioritize by setting up customer feedback alerts based on the type of feedback that is most urgent.

  1. Be overly prescriptive.

There is no one-size-fits-all scenario for managing customer feedback in real-time, so try not be rigid in how you set guidelines. If your business does not have a specific team to manage customer feedback, it is important that your staff have the freedom to be flexible in their responses so that service recovery can lead to truly exceptional experiences that show thought and personalized attention.

Real-time customer feedback tools put the ball back in a business' court. It is up to the business to choose who should respond to the feedback, which feedback should be responded to and how quickly the feedback should be actioned. With the chance to control their own destiny, it will be down to how businesses choose to manage this power that will truly make the difference.