Allegiance Blog

Bob Caruso is the former head of JD Power’s VOC Center of Excellence. He’s giving a webinar next Monday (Dec 10) on the top 10 best practices of VOC practitioners. He plans on doing a deep dive and field people’s questions. He’s also a former F4 fighter pilot from the Air Force so he is rather entertaining. This is a little self serving because we are sponsoring this webinar (yes, we like him this much). It’s free and under an hour, I think you should consider joining us. http://bit.ly/2mapDK

I recently returned from the Gartner Customer Relationship Management (CRM) conference in London. While there, I was encouraged to hear about the growth of the Enterprise Feedback Management (EFM) market. It seems that the EFM market, in conjunction with CRM and Customer Experience Management (CEM) has been growing, despite the economic climate, at a rate of about 20% in 2008 and is projected to hold the same in 2009.

We certainly have the same optimistic view for the industry. The root cause of growth appears to be increased customer retention through real-time voice of the customer (VOC) programs. EFM promises to efficiently bring the voice of the customer from across the enterprise closer to executives who need to make critical decisions. Listening to customers today certainly makes it easier to find a winning balance between products and services created and marketed, and those that customers are willing to buy. And customer retention improves when companies listen and respond to feedback.

There is more talk this year about feedback programs and not just survey programs. The inclusion of both explicit and implicit (solicited and unsolicited) is gaining visibility. Social networking is driving the implicit portion. The fact that this is being talked about so much is evidence that the market has matured significantly in the past 12 months.

According to Gartner, the top 3 reasons that companies are choosing EFM today are:
1. The importance of improving the customer experience has risen to the board level
2. The number of channels through which feedback can be collected has risen (Web, email, IVR, SMS, etc.)
3. The number of users and departments using feedback has grown

Gartner says there are two newer areas of feedback to consider adopting in a comprehensive feedback program: operations and behavioral. Operational means gleaning feedback from already-installed operational systems like IVR, email response and web analytics. These systems already touch the customer thousands of times a day, and can be used to gather feedback or for right-time marketing. Behavioral means the implied feedback customers give by their actions.

I believe the next big step for VOC programs will lie within the analytical side. Collecting data through surveys, comments and other means (through the means that customers decide) is going to be required by any serious solution. But using the data to create insights is critical. What is the current sentiment of customers, and what should be done about it? Are all comments being managed and responded to quickly to create a positive customer experience? How is the EFM data being fused with CRM and CEM data to create a holistic real-time customer view? Once these questions can be answered with positive solutions, solutions elevate to the next level. I know our product teams are working hard on these ideas now. The future is certainly exciting for vendors, companies and the customer.

Chris Cottle, VP of Marketing, Allegiance

Enterprise feedback management (EFM) and Customer Relationship Management (CRM) solutions are equally important to the success of your company.

Keeping tabs on customer information is an important piece of your company’s operations. Can you imagine what would happen if your company had to manually monitor and file all of the customer information that has been gathered over the years? This is why CRM software was developed – to ensure that critical customer information is managed and handled efficiently. CRM simply helps corporations capture, manage and store their customer’s personal information.

Where CRM’s fall short, though, is in their ability to analyze data. This is where EFM software comes to the rescue. EFM – a relatively new industry – helps manage customer and employee feedback company-wide. While CRM helps you capture , manage and store your customers’ personal information, EFM helps you capture, manage and analyze your customer and employee feedback – making your organization more customer and employee-centric.

In the age of advanced information technology, automating the process of gathering each and every type of customer information is vital to a business’s success. This is why CRM and EFM software are both important.

The right CRM software will allow your company to:

• Increase productivity
• Develop effective marketing strategies
• Reduce production and operational costs through proper information management
• Improve the customer’s overall experience with the company

The right EFM software will complement your CRM software by:

• Helping you manage feedback company-wide
• Quickly route and manage your company’s feedback
• Predict where in your company you can focus to improve customer and employee loyalty
• Gauge how satisfied your customers and employees are

Aside from these benefits, the right CRM and EFM software will allow you to identify your company’s most valuable clients and customers. This way, preferred and loyal customers can be given more priority so that their business can be retained. In the same vein, customers who have a good potential of remaining loyal to the company can be given incentives to stay with the company.

On the administrative side, these software packages will make customer interactions flow smoothly and data analysis can be done more efficiently. With all these advantages and more, CRM & EFM software is truly something that major corporations in any industry cannot do without.