Enterprise feedback management comes of age

It was revealed at the Confirmit Conference in London last week that in the past three years, there has been a 60-fold increase in the number of Customer Experience VPs in the Top 500 companies.

The move comes as companies try to differentiate themselves by listening to their customers and acting on the feedback.

"The very existence of customer experience departments and expanding budgets to measure feedback is as a direct realisation that implementing CRM software does not automatically result in improved customer satisfaction scores," said Ed Thompson, VP, Research Director, Gartner, a featured speaker at the conference.

"In many cases, it can worsen.

"Customer experience is not just about getting one thing right - like customer service - it's about the whole company".

Gary Schwartz, VP Product Marketing, Confirmit, explained: "To create success and differentiation within your market, you must close the loop and feed back the feedback.

"Only then can you drive customer loyalty and advocacy by showing customers that their opinions count.

"It's good to see that EFM is being recognised as a core strategy to help companies achieve business success".

Speakers from HP, Nokia, UBS, Virtual Surveys, Beehive Research, GfK NOP, Selftrade, NORC at the University of Chicago, Dexterity and Ipsos Mori debated a multitude of enterprise feedback management issues during the conference.

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