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January 17, 2013

by HoosOnBrand

Many organizations collect customer feedback, but my recent research into customer feedback management shows that most have yet to take advantage of modern techniques. The researchvr_cfm_methods_for_collecting_customer_feedback shows that companies on average use approximately four methods. The most popular remain email and online surveys, listening to call recordings and outbound phone calls. Newer techniques such as reviewing social media posts, social media forums, mobile apps and mobile text-based conversations remain the domain of early adopters and innovative companies. The same can be said of how companies analyze customer feedback, with by far the most common method being manual. Only the most mature companies having adopted specialized analytics tools that automate the process, thus making it more efficient, letting them use bigger samples of customer input, and making the outputs more reliable and consistent.

This reluctance to change is reflected in the metrics organizations use to assess the success of their customer-facing…

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