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Inner Loop vs Outer Loop

How does you CX programs benefit from having both inner and outer loop processes in place? Outer Loop reduces the number of complaints about a specific root cause to boost customer experience.


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Improving your customer journey isn’t a one-department, let alone a one-person exercise.

It is a team objective.



Using the indicated methodology to react appropriately to customer feedback is one of the most powerful weapons we have to change the minds of detractors since we demonstrate to them that we are not only listening but proactively acting to improve their experience with our product or service.

Often when we talk about , most minds in CX space gravitate to Inner- Loop. But what happens when the business gets recurrent tickets about the same issue over and over again? Wouldn’t it be more practical to tackle the issue from its root?

If you’d like to learn how to make your CX team more productive while solving recurring issues with a more practical approach and what outer loop has to offer to your CX program, keep on reading.

What is Inner Loop?

Inner loop is the resolution of specific customer problems at different points of contact. Inner loop is trailing, reactive, and tactical. It is still important for detractor recovery purposes and still very critical for each customer who gets that opportunity to interact and get feedback from those who serve them, particularly on the front line.

Inner loop seeks to identify in a timely manner if a customer is expressing any disagreement associated with a recent interaction. This early detection should allow us to channel the case to a responsible team that carries out the "closure" by expressly offering a resolution.

5 ways to leverage the use of Inner Loop

Operating the inner loop requires systematic coordination between various areas of the organization, which is why it is important to outline its operation to guarantee its correct operation. Here are five keys to making the best use of inner loop:

Inner loop seeks to identify in a timely manner if a customer is expressing any disagreement associated with a recent interaction. This early detection should allow us to channel the case to a responsible team that carries out the "closure" by expressly offering a resolution.

1. ️️Evaluate the experience
2. Listen first
3. Offer a solution
4. Learn and improve
5. Scaling up an issue



1. Evaluate the experience

Include in all your surveys, transactional and relational, a question that allows you to group customers according to their assessment. The most used examples are Net Promoter Score (NPS) and Customer Satisfaction (CSAT). We recommend using NPS+ because it calculates your NPS score, uncovers the reasons behind it and enables customers to give additional information.

Make sure your survey allows open comments. Remember that a detractor / dissatisfied customer is likely to express their dissatisfaction in more detail. These comments are very useful when analyzing the root causes.



2. Listen first

Before contacting customers, make sure there is some preliminary work to analyze each particular case. If possible, provide as much operational data as possible to allow the management areas to consult the client's history with the intention of preparing a closing alternative.

When contacting the client, empathy must prevail. Therefore, the first thing is to offer an apology and give you the right to tell us about your situation with the degree of detail you want or need. During this part of the communication, it is essential to maintain active listening that allows us to validate our solution alternatives.



3. Offer a solution

Having carried out the previously mentioned work, we should be in a position to explain to the customer what are the causes that have led to their disagreement and what are the alternatives available to them.

There will likely be cases in which the client demands a solution that we are not able to offer. In these situations, it is advisable to clarify the reason why we cannot specifically offer what they are asking for.



4. Learn and improve

Identifies similar situations that occur most frequently and analyzes which solutions have given the best results. Make sure the entire resolution team knows about the most successful cases so they can replicate them.



5. Scaling up an issue

Make sure your survey allows open comments. Remember that a detractor/dissatisfied customer is likely to express their dissatisfaction in more detail. These comments are very useful when analyzing the root causes.

The Outer Loop teams should analyze each of these situations to offer root solutions.



Closed-loop-CX-management-system-1

Inner Loop vs Outer Loop.



Why considering Outer Loop is critical for a CX program implementation?

Having inner loop in your CX program is a great place to start. With inner loop you could say the journey would be:

A negative survey → Have a negative response → Respond to that response → Fix it → Ticket closed

Some brands thrive on building out responses to each of their customers and having a system that is rotated based on that. But ultimately, you need to be able to do a little bit more with your customers than just that.

But it really needs to go beyond that. If you have the same issues occurring over and over and over again to different customers, you need to be able to respond to them at a higher level.

This is where Outer Loop comes in.

What is Outer Loop?

Outer loop is the process of designing action plans for systemic improvements based on learning and standardization of cases derived from the inner loop. Taking an outer loop approach helps prioritize and take action on customer complaints to earn increased customer satisfaction and loyalty.

It provides a more leading, proactive, and strategic approach to fixing customer issues, taking it to a different level than what most brands are doing at present.

With outer loop you can analyze the set of situations presented in the inner loop, seeking to give a systemic sense of what is happening with your customers.

Thus, closing the outer loop means developing initiatives or plans that include solutions to repetitive problems or formalizing actions that maximize the benefits of successful procedures.

A strong outer loop has three attributes:

Reduce the number of complaints about a specific root cause with Outer Loop

At QuestionPro, we know it’s all about progress. We understand you and your team want to make an impact with your CX program and initiatives. Try Outer Loop and reduce the closed loop tickets from root.

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