The Future Of Customer Feedback Is Real Time And AI-Powered

LeadershipLeadership StrategiesThe Future Of Customer Feedback Is Real Time And AI-PoweredByShep Hyken,Contributor.Forbes contributors publish independent expert analyses and insights. Shep Hyken is a customer service/CX expert, author & keynote speaker.Follow AuthorMay 24, 2026, 08:00am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Using AI for customer feedback.gettyI’m a fan of feedback. Surveys are important. Knowing how well you are doing (or not doing) is a gift. When we receive positive feedback from our customers, we can operationalize it to enhance the experience. When we receive negative feedback, we can fix it for future customers. The point is, we should embrace feedback as one of the most important tools we have to ensure a better future for our company and customers. Traditional FeedbackTypically, companies seek feedback by sending a survey, usually by email, after the interaction between the company and the customer. When done right, it is sent in a timely manner and doesn’t overwhelm the customer with too many questions. I advocate that shorter is better. But often companies don’t get the full picture. My 2026 CX research finds that just 20% of customers “almost always” complete surveys. While 100% is not a realistic expectation, when just one out of five customers gives you feedback, is it enough? Real-Time FeedbackThis is about getting customer feedback in the moment. If the feedback is negative, it can be acted upon before the customer is out the door. If it’s positive, it can allow a manager or employee the opportunity to thank the customer for the positive feedback. Several years ago, I wrote an article, Give Them Help Before They Yelp, that featured a company specializing in real-time feedback, which, by no coincidence, is called Realtime Feedback. Adam Alfia, the founder and CEO, believed that feedback in the moment has the advantages already mentioned. And today,...