Feedback collected during or just right after the event, regardless whether positive or negative is real. And in its reality is it value. Value that is most of the time lost, bacause we do not grasp it. It's right there where the customer is talking to us on the phone, walking into our store or receiving a package from our company. Not being able to share with you his perspective or not believing you care enough, these emotions are inevitably lost. Imagine you could read your customers' minds. In fact you can.

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