UK retailers are asking for feedback more than ever. Response rates are falling. And only around 30% of businesses act on what they collect. In episode 20, I'm looking at what's going on inside most voice-of-the-customer programmes right now and whether the tools we're using match what we say we want to understand.
This episode covers the capture rate problem (Forrester puts it at 2–7%), why what you do capture may not be as reliable as it looks, the UK cultural scoring bias that distorts NPS dashboards, Goodhart's Law in retail, the gap between listening and acting, how AI-driven passive listening is reshaping the picture, and the contexts where structured feedback still earns its place.
I value your opinion
I started Where's Your Customer? because I kept having conversations with retail leaders who were asking the same questions I was. About customers. About who they really are and what drives them to purchase things. About how we're measuring that. About the gap between the data we have and the picture it paints.
I didn't want to make a show that told people what to do. I wanted to make one that made us think differently.
I'm not entirely sure I've always got that balance right.
So I'm asking: if you listen (or read these show notes pages), what's actually landing? What do you find yourself coming back to? And, what do you want more of?
I've put together a short survey to gather your thoughts so far. Would you mind completing it please?
It'll only take about two minutes. Thanks so much!
Thanks for Listening!
Did anything resonate with you from today's conversation? I'd love to know, particularly where you're seeing preventable service failures in your own organisation.
Get the full show notes with all frameworks and resources mentioned at https://wheresyourcustomer.com/20
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