A brief note I've excerpted out of one of our recent e-mail marketing pieces. But none-the-less valid in the context of understanding barriers to effeective use of customer feedback in business today.
4 Reasons firms don't profit from Customer Feedback
"Companies often spend the bulk of their time / effort trying to get feedback, and not nearly enough time figuring out what to do with it" - CRM magazine, April 2009
Most companies collect customer feedback. Very few make good use of it. There are a number of reasons, but most stem from the approaches and tools used today for feedback management. Some common obstacles to effectively using customer feedback include:
- Difficulty tying customer feedback to customer data (necessary for segmentation based on customer variables)
- Identifying the appropriate actions for different customer segments (requires analysis of results vs. segments)
- Getting the correct feedback data to the right people so they can actually act on it (requires an ability to route segmented feedback to internal "actors")
- Validating that actions taken are impacting customer experience (requires an ability to trend feedback data over time)
QuestBack solves all these problems with an integrated system for feedback gathering, monitoring, analysis, profile utilization and follow up actions. Because it can integrate with CRM systems each feedback loop desired can be easily implemented.
Just a follow up comment to this post. This link is to an article in Internet Retailer magazine which I found provides an interesting discussion on one reason companies don't utilize feedback as effectively as they could.
ReplyDeletehttp://www.internetretailer.com/dailyNews.asp?id=29355