Creating a Feedback Loop for Omnichannel Improvement

If you're leading a multi-store retail business, one thing is certain: execution is only as strong as the clarity of communication. The challenge? Messages don’t always travel cleanly from HQ to the field. Strategy may be well thought out at the top, but if it’s not translated effectively—or if front-line teams aren’t allowed to raise concerns—it won’t hold up where it matters most: on the sales floor, with customers. The best-run multi-store organizations don’t just push communication down; they build feedback into the system. Store teams are on the front lines every day. They see problems before reports do. They know what’s getting in the way of execution. The smartest leaders don’t just dictate—they listen. When store managers, district leaders, and regional heads all feel empowered to flag issues and share insights, execution improves. ➡️ How to Make Communication Drive Execution It’s not just about being heard—it’s about closing the loop so the field knows their feedback changes outcomes. Here’s how to make communication work: -Regular, structured store manager calls with an open Q&A built in. These shouldn’t just be corporate updates—allow time for discussion and problem-solving. -Post-initiative reviews. What worked? What didn’t? What needs fixing before scaling? No rollout should be “one and done.” -Visit recaps that include field-raised issues and the follow-up plan. Acknowledge the feedback and communicate what’s happening next. -Anonymous feedback channels for teams who may hesitate to speak up in a meeting. -Recognition for those who surface problems and offer solutions. People need to see that speaking up makes an impact. ➡️ Know Your Audience: Does Communication Change Based on Generations? Yes, but not in the way most people assume. It’s less about what you say and more about how you deliver it. Younger workers want short, clear, visual communication. Overly corporate emails are often ignored. Quick videos or task-based platforms like Slack or Teams work better. If you ask for their feedback and do nothing with it, they’ll disengage quickly. Older workers may be more comfortable with traditional formats—emails, meetings, calls—but they also expect direct, clear communication and appreciation for their experience. ➡️ The Bottom Line Multi-store retail doesn’t break because of bad ideas. It breaks when execution is blocked by unclear direction, assumptions, and a lack of feedback loops. If you want better performance, better customer experiences, and stronger results, create communication that moves in both directions. Because in the multi-store world, if the message doesn’t land—or if concerns go unheard—execution suffers. Multi-store leaders—what are the best communication habits you’ve seen? Let’s build a list of what works out in the field. I would appreciate hearing your thoughts.

Had an insightful conversation over the weekend with a colleague about a common pitfall in CX programs: relying solely on surveys and ignoring other valuable insights. Here are some key takeaways: Ease of Implementation Surveys are easy to deploy and manage, providing quantifiable data that’s simple to analyze. This makes them an attractive option for many organizations, especially those with limited resources. Tradition and Comfort Many companies stick to surveys because it’s what they’ve always done. Changing this entrenched practice can be challenging, especially if the leadership team prefers traditional methods. Resource Constraints Surveys can be cost-effective, making them appealing for smaller organizations that may not have the budget for more sophisticated tools. Organizational Silos Feedback often gets trapped within departmental silos, preventing insights from being shared and acted upon. Lack of Ownership Without clear ownership of the feedback loop, survey results can end up being ignored. It’s crucial to have designated teams responsible for analyzing feedback and driving action. Inadequate Analytics Capabilities Many companies lack the analytical capabilities - people and tech - to turn survey data into meaningful insights. Cultural Resistance Taking action on feedback requires change, which can be met with resistance. Companies need a culture of continuous improvement to effectively address feedback. Short-Term Focus Organizations sometimes prioritize short-term gains over long-term improvements, leading to reluctance in making significant changes based on feedback. Here is where we ended in terms of actions to take: 1. Integrate Multiple Data Sources: Combine survey data with digital analytics, social listening, and customer journey mapping for a comprehensive view of the customer experience. 2. Foster a Customer-Centric Culture: Encourage leadership commitment, employee training, and recognition programs that reward customer-centric behavior. 3. Invest in Analytics: Enhance analytics capabilities to turn data into actionable insights. 4. Close the Feedback Loop: Implement a closed-loop feedback system and communicate changes to customers. 5. Design Thinking and Customer Co-Creation: Use design thinking methodologies to deeply understand customer needs and co-create solutions. 6. Cross-Functional Collaboration: Promote collaboration across departments to discuss feedback and develop action plans. 7. Measure Impact and Iterate: Continuously measure the impact of changes and iterate to improve further. What are you doing to get out of the CX-as-a-survey (CXaaS) trap? #customerexperience #cx #surveys #analytics #designthinking #customercentric

Are you really hearing your customers, or just skimming the surface? It’s not about what’s said—it’s about what’s felt. Most businesses read surveys, collect feedback, and make decisions. But here's the real kicker: When was the last time you truly *listened* to your customers? I mean, REALLY listened. At BetterEver, we believe that solving customer requirements isn’t just about gathering data—it's about connecting on a deeper level. Here's what we do differently: 1. Dive Into the Story: We don't just skim the surface. We dive deep into the customer journey, understanding their pain points, desires, and dreams. 2. Empathy Mapping: We walk a mile in their shoes. We use empathy maps to visualize what our customers see, hear, and feel. This gives us a unique perspective on how to address their needs effectively. 3. Active Listening: Ever noticed that you have two ears and one mouth? That's a biological hint. We prioritize listening twice as much as we speak. Our team is trained in active listening techniques that ensure no detail goes unnoticed. 4. Co-Creation: We involve our customers in the creation process. By collaborating with them, we ensure that the final solution is not only innovative but also exactly what they need. 5. Continuous Feedback Loop: The job isn’t done after a solution is delivered. We establish a continuous feedback loop to refine and perfect our offerings, ensuring sustained satisfaction and improvement. The result? Solutions that don’t just meet requirements—they exceed expectations. Next time you think about customer requirements, ask yourself: Are you hearing words, or are you truly listening to their stories? At BetterEver, we choose the latter. Because understanding isn't about what’s said—it’s about what’s felt. I assist in crafting your unique value proposition using neuroscience. DM me for listening to you. How deeply are you listening to your customers today?

"𝐶ℎ𝑎𝑛𝑔𝑒 𝑖𝑠 𝑜𝑣𝑒𝑟𝑟𝑎𝑡𝑒𝑑, 𝑒𝑠𝑝𝑒𝑐𝑖𝑎𝑙𝑙𝑦 𝑖𝑓 𝑦𝑜𝑢'𝑣𝑒 𝑎𝑙𝑟𝑒𝑎𝑑𝑦 𝑛𝑎𝑖𝑙𝑒𝑑 𝑝𝑟𝑜𝑑𝑢𝑐𝑡-𝑚𝑎𝑟𝑘𝑒𝑡 𝑓𝑖𝑡.” "There's nothing more powerful than a slight pivot after truly listening to your customers." Who said you can't teach an old dog new tricks, especially when those tricks substantially boost your bottom line? I've been in the trenches, witnessing firsthand how a minor tweak in the offer, when deeply aligned with customer feedback, can dramatically shift the sales and retention landscape. Here's the gold I unearthed: ➤ 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤 𝐢𝐬 𝐭𝐡𝐞 𝐧𝐨𝐫𝐭𝐡 𝐬𝐭𝐚𝐫. A client, despite having a solid product-market fit, dared to refine their offer after diving deep into conversations with their current users. This wasn't about reinventing the wheel but adjusting its spokes ever so slightly. ➤ 𝐂𝐨𝐧𝐠𝐫𝐮𝐞𝐧𝐜𝐲 𝐢𝐬 𝐤𝐢𝐧𝐠. They ensured the change was not just a superficial marketing layer but permeated through every customer touchpoint. From ads and landing pages to sales scripts, onboarding, and nurture sequences, everything echoed the new value proposition. ➤ 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐢𝐬 𝐧𝐨𝐭 𝐚𝐧 𝐨𝐩𝐭𝐢𝐨𝐧 - 𝐢𝐭'𝐬 𝐚 𝐧𝐞𝐜𝐞𝐬𝐬𝐢𝐭𝐲. Rather than making assumptions, they tested the new offer in the market. The result? A 22% surge in sales and a notable dip in churn rates. ➤ 𝐈𝐭'𝐬 𝐚𝐥𝐥 𝐚𝐛𝐨𝐮𝐭 𝐭𝐡𝐞 𝐟𝐨𝐥𝐥𝐨𝐰-𝐭𝐡𝐫𝐨𝐮𝐠𝐡. Post-sale engagement became more meaningful, with customers feeling heard and valued. This not only solidified their loyalty but also turned them into brand evangelists. ➤ 𝐅𝐞𝐞𝐝𝐛𝐚𝐜𝐤 𝐥𝐨𝐨𝐩𝐬 𝐜𝐫𝐞𝐚𝐭𝐞 𝐯𝐢𝐫𝐭𝐮𝐨𝐮𝐬 𝐜𝐲𝐜𝐥𝐞𝐬. Continuous feedback collection and analysis have now become a cornerstone of their strategy, ensuring that they stay ahead of customer needs and market dynamics. If you're stuck in the unreasonable mindset that your current offer can't be improved because it's already 'good enough,' think again. The landscape of software development is unapologetically ever-evolving, and so should your approach to serving your customers. Are you up for that? I'd love to know if you agree or disagree with any of this. Want to grow? Follow for more or feel free to send me a DM. P.S. How do you like the pic?