Without any argument, it can be said that in a customer-centric company, data from the customer journey is handled as a flow. Actually, the core of usable information stored about a piece of feedback are derivatives and context data.
The set of derivatives can also feed a contextual algorithm that evaluates alternative reactions in their value for the supplier, for the customer, and for the long-term business relationship.

A customer-centric culture will be only successful if customers also change their behavior. The communication tools along the process work for both sides. But their real power comes via customers who learn to make use of them, and take over tasks and responsibilities. These customers become active and engaged in the process, which starts to be a routine for them. The smoothness of interaction and the ease of working the ‘interaction machine’ are key success parameters in achieving this. The more intuitive this machine is the more engaged the customers are. The driver will always be respect. Experience shows that attention and respect are the key elements to keep a feedback culture growing.