Al Imam, LamaRac, Maksymilian Adam2025-07-302025-07-302025-07-08http://hdl.handle.net/10400.26/58243In today's business world, customer feedback has become a strategic asset for companies, helping them to innovate, improve performance and make better decisions. This study examines how different companies across a range of industries integrate customer feedback to implement performance improvements. It focuses on a qualitative approach, drawing on information gathered from ten in-depth interviews with senior managers in the technology, finance, healthcare, consulting and retail sectors. The article identified mechanisms for integrating key feedback into the strategic planning process, supported by digital tools such as CRM systems, AI analytics, and platforms for simultaneously capturing sentiment. In addition, It characterises the main barriers that hinder effective feedback management, including too much data, vertical structures and cultural barriers to resistance. The results indicate that feedback-based strategies are effective when supported by managerial commitment, technological infrastructure, and a culture of engagement. The study also provides practical guidance for managers who want to build strong feedback ecosystems. Further research may focus on handling feedback in more complex organisational environments.engCustomer feedbackStrategic planningPerformance improvementAI analyticsFeedback managementOrganisational barriersManagerial commitmentmaster thesis203971930