Many companies now deploy real-time Voice of the Customer or Enterprise Feedback Management (EFM) programmes. This enables them to generate timely flags or ‘hot alerts’ when a customer experiences a poor level of service – we call these Critical Incidents. Closed Loop Feedback or ‘Closing the Loop’ is when organisations enable their staff to contact a customer following a critical incident and take appropriate action. But customer facing staff are rarely given good guidance about which actions are the most appropriate. The economics of Closed Loop Feedback has not been properly addressed.