Metrics miss why. Behavioral data tracks what happened, but it rarely explains why customers act or leave. Feedback loops fill in those gaps. Ask, act, announce. Closing the loop requires three steps.

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On a crisp winter morning in Kitty Hawk, North Carolina, Wilbur and Orville Wright made history when they achieved the first powered flight. With Orville behind the stick, the plane traveled nearly ...

Anyone dealing with the airline industry knows the woes of travelers done wrong. Cancelled flights. Overbooked routes. Dragging paying customers off an aircraft. It’s mind boggling how clearly ...

Spoiler alert: There isn’t one. Closing the feedback loop is notoriously challenging. To correct and adapt our programming, we need to understand what doesn’t work, who it doesn’t work for, and what ...