The Engaging World of Enterprise Feedback Management
Blog: Customer Experience Management Blog - KANA Software
Enterprise feedback management (EFM) is an essential function that all organizations should perform, regardless of their line of business. While there are a number of applications that can provide an understanding of customer needs and wants, the simplest and often most effective way to determine what your customers and prospects are thinking is to ask them.
The problem is that many consumers and B2B partners are tired of being asked for their opinions, since so many companies have ignored or mishandled the feedback that was provided to them. This challenge is driving a great deal of market innovation, as have the adoption of social media and the change in perception of how to best “manage” customers.
EFM Market Innovation Is Great
We are at a very exciting time when it comes to EFM solutions. Many people in the industry have realized that a primary function of EFM (or surveying) is to let customers and prospects know that someone is listening. Ironically, this has been a major challenge, as too many users of EFM solutions went only so far as to ask for opinions and feedback and then didn’t use the data.
Today there are innovative solutions that are dedicated to engaging customers and prospects on a continuous basis through many steps of their lifecycle. Some of these solutions are less interested in analyzing customer feedback—the primary purpose of EFM in the past—than in using the data-gathering process to hold a customer or prospect’s attention as they interact with a company or organization. This is a major shift in the use, value and benefits of these solutions.
Bringing Together the Voice of Customers and Employees
Engaged and empowered employees are strong customer advocates who are dedicated to “going the extra mile” to provide a consistently outstanding customer experience. Creating a formal employee feedback process and utilizing voice of the employee surveys to understand employee motivations, perceptions and potential business process improvements are best practices for engaging employees.
An even better strategy is to combine feedback from voice of the customer (VoC) and voice of the employee (VoE) initiatives to obtain both an internal and external view of the organization’s performance. Employee feedback can (and should) be used as an early warning system or as a source of suggestions for helping to fix identified internal and customer-related problems. Employee feedback can be instrumental in improving the performance of the organization and improving brand perception in the market.
The Growing Impact of EFM
Changing market perception, a growing appreciation of the importance of prioritizing customer needs, the emergence of new real-time and mobile technologies, social media and the changing needs of consumers and employees are driving a revolution in the world of EFM. While it’s great to capture feedback about a moment in time, it’s much better to understand all aspects of the customer journey and to have a tool that can engage and influence customers’ and prospects’ behavior for the benefit of the company.
The current set of EFM solutions is generations ahead of the capabilities of the past. Companies that have not updated their EFM solutions and practices in the last two years should take a look at the new offerings to determine if an investment will make a quantifiable contribution to their customers and the business’s bottom line.
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