A feedback loop describes a loop of data or insight that feeds into touchpoints within a journey map and rolls up to insight at a map level.

Retrieving the data within this context provides instant insight about the status of how real-life customer journeys are actually taking place. This insight can then be applied to collaborate around changes and tests in the real world, which is then connected to new insight through the feedback loop and so and so forth through agile iteration. .

Build Your Own Feedback Loops