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January 23, 2013

by HoosOnBrand

The majority of companies think it is important to collect customer feedback, according to my recent research into customer feedback management, and they put that feedback to an average of five uses, the top five of which are to improve customer service (75%), to develop customer experience and interaction processes (54%), to identify agent training needs (54%), to improve products (50%) and to create a customer service strategy (49%).

However, the research shows several flaws in the way feedback is collectedvr_cfm_how_is_customer_feedback_analyzed and used. As I pointed out in a previous blog post, the majority of companies stick with old ways of collecting feedback. Most use surveys in one form or another, sent out through traditional channels: email, post, the Web. Completion rates are fairly low, and the insights are reduced even further because the process of analyzing the results is largely manual, and thus subjective. Only a minority…

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