Some comments on Temkin's Six "D's" of Closed Loop VOC systems
"20 best practices across these 6 Ds that will increasingly push companies to invest in Customer Insight and Action (CIA) platforms" - Bruce Temkin.
I'm a big fan of Bruce Temkin and his Customer Experience Matters blog. So, when he released his recent report titled: "Voice Of The Customer Programs Grow Up" and blogged that businesses will be forced to invest in CIA platforms - what I call Enterprise Feedback Management (EFM) systems, I took notice.
As someone who personally uses, sells and supports a robust EFM system (called QuestBack) it is nice to hear an eminent customer experience persona like Bruce talk about the need for businesses to acquire EFM systems to help them manage their feedback.
As it happens, QuestBack (http://www.questback.com/) offers out-of-the-box support for (but maybe not a complete solution to) five of Temkin's six "D's" (Detect, Disseminate, Diagnose, Design and Deploy). And, I'm not sure any system supports the sixth "D" (Discuss). More important though, I think, is Bruce's assertion that market research organizations need to change or risk becoming obsolete.
My own view is that market research organizations need to change their perspectives about feedback, from a "research" perspective, to a "feedback" perspective. This isn't to say that market research tools should be abandoned, just that market and customer data needs to be viewed as feedback contributing to a greater (wholistic?) knowledge of "the customer". Where today research is often developed in isolation from the wholistic customer viewpoint, often being "siloed" to products or departments.
It also seems to me that with so much new data available to organizations via social media, organizations would be well served to monitor those data streams, extract key findings regularly and seek to validate (or invalidate) those findings via structured ad-hoc feedback (surveys) to their existing stakeholders. By doing so, they would create a process that takes maximum advantage of the available technologies for listening and diagnosing market and customer trends, as well as the rapid action management tools available to them through EFM systems.
At any rate here's a "shout out" to Bruce for another very interesting report. The report costs money ($195.00). But you can read his executive summary and a couple of his posts about it on his site. Link is:: http://experiencematters.wordpress.com/2011/04/17/6-ds-for-voice-of-the-customer-programs/
"20 best practices across these 6 Ds that will increasingly push companies to invest in Customer Insight and Action (CIA) platforms" - Bruce Temkin.
I'm a big fan of Bruce Temkin and his Customer Experience Matters blog. So, when he released his recent report titled: "Voice Of The Customer Programs Grow Up" and blogged that businesses will be forced to invest in CIA platforms - what I call Enterprise Feedback Management (EFM) systems, I took notice.
As someone who personally uses, sells and supports a robust EFM system (called QuestBack) it is nice to hear an eminent customer experience persona like Bruce talk about the need for businesses to acquire EFM systems to help them manage their feedback.
As it happens, QuestBack (http://www.questback.com/) offers out-of-the-box support for (but maybe not a complete solution to) five of Temkin's six "D's" (Detect, Disseminate, Diagnose, Design and Deploy). And, I'm not sure any system supports the sixth "D" (Discuss). More important though, I think, is Bruce's assertion that market research organizations need to change or risk becoming obsolete.
My own view is that market research organizations need to change their perspectives about feedback, from a "research" perspective, to a "feedback" perspective. This isn't to say that market research tools should be abandoned, just that market and customer data needs to be viewed as feedback contributing to a greater (wholistic?) knowledge of "the customer". Where today research is often developed in isolation from the wholistic customer viewpoint, often being "siloed" to products or departments.
It also seems to me that with so much new data available to organizations via social media, organizations would be well served to monitor those data streams, extract key findings regularly and seek to validate (or invalidate) those findings via structured ad-hoc feedback (surveys) to their existing stakeholders. By doing so, they would create a process that takes maximum advantage of the available technologies for listening and diagnosing market and customer trends, as well as the rapid action management tools available to them through EFM systems.
At any rate here's a "shout out" to Bruce for another very interesting report. The report costs money ($195.00). But you can read his executive summary and a couple of his posts about it on his site. Link is:: http://experiencematters.wordpress.com/2011/04/17/6-ds-for-voice-of-the-customer-programs/
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