In addition to tracking customer satisfaction scores and NPS, how can companies effectively gather and utilize qualitative customer feedback to drive continuous improvement in their customer experience initiatives?

Companies can effectively gather qualitative customer feedback through methods such as surveys, focus groups, and one-on-one interviews. This feedback can be analyzed to identify common themes and pain points, which can then be used to inform decision-making and prioritize improvement efforts. By actively listening to customers and taking their feedback into account, companies can make targeted changes to their products, services, and processes to enhance the overall customer experience and drive continuous improvement.