How to Harnass Customer Feedback

Customer feedback has never been more abundant — but for most organisations, the gap between collecting it and acting on it remains stubbornly wide. Contact centres receive thousands of customer interactions every week, yet that raw intelligence rarely surfaces to the teams who designed the product, built the website, or launched the campaign that caused the friction in the first place.

Melanie Disse is a CX strategist and founder of Melanie Disse Consulting, with over a decade of experience in CX strategy, technology, and data-driven intelligence across B2B and B2C organisations. In this Member Byte, she introduces her Insights to Action framework — a practical model covering how to listen to customers across every channel, how modern GenAI tools are transforming the ability to analyse unstructured feedback at scale, and how to structure your organisation to actually do something with what you learn.

Whether you lead a contact centre, a CX function, or sit anywhere in between, this Member Byte offers a clear-eyed look at why the "act" phase is where most organisations fall short — and what it takes to fix that.