Product category:
Market research
News Release from: Confirmit | Subject: customer feedback
Edited by the Marketingservicestalk Editorial
Team on 06 June 2008
Feedback essential to business processes
Speakers at the recent Confirmit Community conference highlighted that feedback from employees, customers and other stakeholders is a critical influencer of business success today.
The conference audience, a mix of Enterprise and Market Research (MR) professionals from 21 countries, heard a range of talks from Confirmit customers, industry experts and Confirmit staff The presentations covered key issues including the following
This article was originally published on Marketingservicestalk on 1 Apr 2008 at 8.00am (UK)
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All organisations, regardless of type, are affected by the same issues of customer, employee, and stakeholder satisfaction and loyalty.
Feedback from all these parties must be integrated into overall business processes to impact business success.
How feedback is used is as important as collecting it in the first place - the growth in online channels means nothing without understanding how these channels can work to provide analysis for businesses.
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Featured speaker Ed Thompson, VP, Research Director at Gartner, opened the conference by discussing the 'customer experience' and outlined how each and every customer experience can impact the overall success of an organisation.
He described how, as a key measure of the importance that businesses now place on customer experience, there has been a marked increase in professionals with the words 'Customer Experience' in their job title - from just three people five years ago, to over 60 today.
Keynote speaker Tony Cowling, President of TNS, opened the second day of the conference by focusing on the MR community and the trends within MR organisations in terms of data collection and data quality.
In particular, he discussed industry consolidation, where big players have an increased market share and respective impact on market trends.
He also noted that much of the MR industry's measurements do not take into account organisations that don't conventionally fit into the MR umbrella - such as retail data organisations, online metrics companies and marketing divisions of non-MR organisations.
Both presentations demonstrated that one of the most difficult challenges that businesses face is gathering accurate feedback data, whether for customer satisfaction, employee satisfaction, market research or other marketing purposes.
Both also highlighted that, while the importance of this data is critical to business success, the challenge to collect accurate data is getting harder.
This is primarily because all types of stakeholder are becoming increasingly difficult to reach and elicit responses from, unless the request for feedback is timely and relevant.
In addition, it was noted by Pete Comley, Chairman of Virtual Surveys, that professional panelists can skew the results of feedback surveys, with about one per cent of panelists completing 34 per cent of surveys.
Subsequent talks at the Confirmit Community conference focused on the options available to organisations for gathering feedback and integrating it into their businesses, using a range of case studies to highlight success in different areas.
These talks included a range of high-level presentations from global enterprises such as HP, Nokia, and UBS; and global Market Research organisations including GfK NOP, Ipsos MORI and Virtual Surveys.
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