Fixing the INNER LOOP BIAS

Sometimes friends ask me what do I do, and then they ask what is customer experience research is for? The simple answer I give is that employees dealing with customers should get feedback on how the customer views the experience. Only this way they can learn and improve. This idea is also referred to as the INNER LOOP. It is contrasted with the OUTER LOOP, which tries to initiate learnings from feedback and conclude strategic initiatives for change. The Inner Loop is set up to make customer-facing employees learn how customers perceive them, give them praise in case of great feedback, but also give an opportunity to follow up with detractors and complaints quickly.