Are you asking the customers who drive the most value to your business?

Does your sample set represent each of the key segments within your target audience?

Are you getting feedback from the individuals within the companies who have buying power and influence, and who know and understand your product and services?

Can you distinguish the “table stakes” you need to be in the game from the areas of deeper investment and higher priority to drive long-term loyalty?

Is the feedback detailed and actionable?

Do you provide line-of-sight to each employee on how to best impact the customer experience?

Do you review the summary of findings with customers to confirm your understanding of their input and discernment of trends and needs?

Do you create tracking and accountability around acting on the customer needs identified?

Do you confirm with customers the actions are correct, timely, and impacting their needs?

Is your customer metric predictive of future buying and have you validated that linkage?