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Customer Feedback Management
Gleanster, Dec 2010, Pages: 22
Brands have forever been bombarded with consumer complaints, requests, and suggestions for improvement. The voice of the customer can, at times, be deafening. Yet, in the past, many companies chose to tune much of it out, using the corporate equivalent of noise-cancelling headphones.
This can no longer be the case, however, given the age that we live in. Indeed, companies today need to not only pay close attention to customer feedback, but to actively solicit it on an ongoing basis across all customer touchpoints, all parts of the company, and all stages of the customer relationship lifecycle.
This report explores how Top Performers are working to capture, integrate, enhance, analyze and act upon customer feedback in a systematic fashion. It looks at the technologies, analytic capabilities, business processes, organizational resources and performance metrics these companies are putting into place and the clear linkage that ultimately exists between customer feedback management and corporate growth and profitability.
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