Webinar. Voice of Customer Intelligence: Using customer feedback to gain competitive advantage

In this Hello Customer webinar, CEO Bram De Vos is joined by Michelle Stevens, course director at CXM Academy, for a no nonsense look at how to turn feedback into action, and why most companies still miss the point.They start with a simple habit: read raw customer feedback daily, not just dashboards. One real quote can wake up a room faster than ten charts, and it keeps teams closer to customer reality.From there, they unpack a common blind spot: a strong complaints process can still hide silent churn. Customers who do not complain are not automatically happy. Michelle introduces a practical two dimension lens, emotional connection versus product performance, and shows how customers quietly slide from champion to opportunist to lost.They then get tactical on collecting better feedback: treat it as a probability and psychology game. Ask as little as possible, as rarely as possible, make the first step effortless with one clear question, then follow up with the real one: “Why did you give us that score?”On complaint handling, Michelle shares research showing the stakes: handled well, complaints can create promoters. Handled badly, they create long term damage. She breaks “going the extra mile” into three layers, functional, emotional, and social, and explains why the social layer, showing customers their feedback helps others, is often what makes recovery truly stick.They close on ROI: you cannot calculate everything, but you can build a simple model using promoter and detractor recommendation behavior and customer value to estimate impact. The final takeaway is blunt and useful: never assume, always ask.Learn how Hello Customer turns feedback into business improvements: https://www.hellocustomer.comYou can watch the full webinar and see the discussion unfold on video here: https://www.hellocustomer.com/en/resources/webinars

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