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Microsoft: The Value of Customer Feedback

Discussing the importance of anticipating your customers’ needs, proactively asking them for feedback regularly and how to differentiate what’s valuable and what’s not.

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Executive Summary

“Every feedback is a gift”. This is how Cindy Engelmann, Customer & Partner Experience Manager at Microsoft Germany, sees customer feedback. But how do you decide which feedback to act on, how do you share it with other teams and lastly: how do you close the loop with your customer after processing their feedback internally? In this episode, Erik discusses the value of feedback with Cindy, looking at how Microsoft incorporates it in their company culture and how this adds to the overall customer experience.

In This Episode, You’ll Learn

  • About Microsoft’s five principles for great customer experience
  • Why customer experience is about anticipating the unsaid needs of customers
  • How Microsoft is using a satisfaction predictor software to check in on their customer’s current state and take actions
  • Why Microsoft pursues a learn-it-all culture and feedback-driven mindset
  • How Microsoft classifies valuable and invaluable feedback - and how they act on it


This episode of The Art of Customer Service covers the following topics on the innovation in customer experience:

1. 00:00:00 Introduction to the topic

2. 00:03:20 How to define great customer experience

3. 00:07:38 The importance of customer experience

4. 00:12:20 Customer feedback analysis

5. 00:19:57 How to distinguish valuable from invaluable feedback

6. 00:26:06 Good and bad feedback: what to look out for

7. 00:31:28 The most valuable feedback


Explore The Art of Customer Service

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Benoit Gagnon & Mads Fosselius: The Future of Customer Service | #31

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Alex Farmer: How to Create a Frictionless Experience | #30

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