Action Management & Tracking Survey Results Available

I've been running a non-scientific survey (see sidebar) targeted at people who use customer feedback processes and also CRM systems. Additionally, I've been collecting information via LinkedIn posts and conversations with serious practitioners of Voice of the Customer (VOC) processes.  To get survey results just click here: http://www.nash-efm-consult.com/Action_Tracking_and_Management_Survey_Results.pdf

I've found that most companies that employ feedback management systems and a case management approach have two challenges. One is verifying that follow-up occurred - and was in some way effective (i.e. contributory to boosting NPS, CSAT or other metric). Second, is evaluating at a higher level the types of issues that are being responded to by front line people and, of course, creating strategy or higher level actions (and then communicating them) that are the "real" organizational response.

I found that a large minority of organizations (48%) don't get much value from their Alert processes. This finding bothered me because 52% report receiveing significant value and 75% report that Action Management & Tracking are very important to the success of their customer feedback initiatives.  So, I think this number shows one of a variety of possible issues, including (but not limited to):

• Taking follow up actions is too resource intensive to justify
• Follow up actions aren't perceived as effective (possibly because people aren't empowered to fix issues), so aren't being pursued.
• The Action Management process isn't well supported by tools (CFM tools un-integrated with CRM?)
• Others?

And another issue that I think should get looked into, but I don't think often does is: Staff perceptions of their follow up tasking. i.e. Do Account Managers and Support people provide:

- mostly lip service when doing survey follow up
- solve real issues that benefit the business
- feel that they are provided with the tools and resources to "add value" for customers

I think companies need a metric that reflects the employees perception of the enterprise's effectiveness at dealing with / acting on customer feedback. I think it could be quite useful to be able to gauge that sentiment on feedback "response effectiveness" as compared to CSAT or NPS.

Some of the issues with Action Management and Tracking can be dealt with by using surveys to revisit feedback customers provided 30 or 60 days earlier.  And, by surveying the employees periodically (quarterly?) on "response effectiveness" of their actions.