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Posted by Andrew McInnes on October 4, 2010
As part of my research on voice of the customer (VoC) programs, I run into a lot of vendors in the enterprise feedback management (EFM) space. In general, these vendors provide the technology to enable feedback collection, analysis, reporting, and action management. Many also provide professional services to help clients build their VoC programs and drive results.
The EFM space is an essential piece of the customer experience puzzle, but it’s still loosely defined. I’m not even sure that the term EFM accurately describes many of the vendors in the space — with all due respect to the term’s creator, Carl Henning.
My colleague Roxana Strohmenger and I are kicking off some new research to better understand this market — and help you make the most of your vendor relationships.
Roxana will tackle the research from a market research perspective, which means more focus on controlling data quality, increasing efficiency through consolidation, and synthesizing data from multiple sources.
I’ll tackle the research from a customer experience perspective. While the issues mentioned above are still important in this context, I’ll focus on the customer experience applications of the activities. For example, here are two areas where I already see customer experience pros getting significant value from EFM:
As I explore this space further, I’d love to hear about your experiences with EFM vendors. Feel free to contact me in the comments section below or via email. I look forward to hearing from you!