Are you looking for a vendor or vendors to support your voice of the customer (VoC) program? Or are you reviewing your current VoC vendor(s)?
Selecting the right vendor or vendors can be hard! Why? The VoC vendor landscape is hard to decipher. There are many but relatively small vendors, and they rely on an interconnected network of partners, acquire each other at an impressive rate, and regularly expand into new spaces. And companies often already have a number of vendors they work with. In my recent webinar about VoC, most of the attendees had from three to five vendors that supported their VoC program in some shape or form.
But there are a few beacons to help orient you in your quest:
The VoC vendor market is an ecosystem. What vendors are the right “lid” for your “VoC program pot” depends entirely on your internal capabilities and the characteristics of your VoC program. We identified customer feedback management (CFM) platforms and VoC specialist vendors. CFM platforms support VoC programs with a robust set of capabilities that include feedback collection, integration of feedback with other data in a centralized data hub, analysis, reporting, and closed-loop action management. VoC specialists offer a subset of VoC platform vendor capabilities. Their areas of expertise range from surveying customers in order to generate measurement data to mining your unstructured feedback with text analytics, monitoring social media data, and consulting to help establish or evolve a VoC program.
Part of this evolution revolves around enhancing the EFM suite of products and bringing new feedback channels into the mix — like mobile. This goes beyond purely enabling the viewing of online surveys on a mobile browser. It encompasses offering mobile apps, enabling the collection of qualitative data, capturing mobile behavioral data, and even leveraging location to unearth insights about consumers. That is exactly what SMG, an EFM vendor that focuses on customer experience analytics, did by acquiring location analytics market research firm Locately. Confirmit did the same last year by acquiring Techneos to create a stronger mobile offering for its customers.
Over the past year, my colleague Andrew McInnes and I have immersed ourselves in the world of enterprise feedback management (EFM), which we define as follows:
A system of software and processes that enables organizations to centrally collect, analyze, and report on feedback from key customer groups and tailor insights for various internal users.
During this time, it has been a great experience talking with vendors and clients about how this technology tool enables companies to bring all of the customer data and information collected across channels together into one platform. This ability is more important than ever given that we have entered the “age of the customer” — a period marked by the rise of the empowered customer, who is armed with more information than ever before and who is now using a rapidly evolving set of devices as a means of engaging not only with friends and family but also with companies anytime and anywhere. To be successful in this new world, companies must understand how consumers interact across these multiple touchpoints; failure to do so can lead to a fragmented view of the customer.
While it is clear that companies must embrace EFM, what is not as clear is how they should navigate the EFM vendor landscape. This is due to the dozens of small vendors, evolving market segments, and increasing M&A activity. To help professionals within the marketing and strategy organization, Andrew and I decided to conduct a Forrester Wave™ evaluation of the EFM vendors.
The past three weeks have been quite busy within the enterprise feedback management (EFM) vendor landscape, with two major acquisitions. The first occurred on July 19th between Verint and Vovici; the second was announced today between QuestBack and Globalpark. These mergers make sense and are in line with how I see the EFM vendor landscape evolving over the next five years.
One part of the EFM vendor evolution will be the creation of what my colleague Andrew McInnes calls “comprehensive customer experience solution sets.” The Verint and Vovici merger demonstrates this. Here you have two distinct vendors, each with their own sweet spot within the EFM world. Verint is primarily known as an actionable intelligence solutions vendor that focuses on creating enterprise workforce optimization software and services to evaluate customer communications, especially in the contact center. Vovici is primarily known as an online survey management and enterprise feedback solutions vendor that focuses on helping companies obtain customer feedback from different channels and bring it all together to create a more holistic view of the customer. Essentially, Vovici had what Verint lacked — and Verint had what Vovici lacked. The result is now a more well-rounded and robust EFM offering.
Companies are in a unique position today, as they have an unprecedented ability to collect information about consumers through various channels and thus create rich and deep profiles of their target customers. However, what is considered a goldmine of information has actually highlighted many pain points, including:
Consumers are being bombarded with multiple surveys across different channels by different departments. As a result, consumers feel more and more that they are being badgered for information about themselves.
A siloed department structure creates little incentive to collaborate across departments. Thus, repetition of similar projects by different departments occurs, contradictory results can be communicated internally, and learning based on a department’s successes and failures from past projects is not communicated across departments.
You might be wondering why this post has nothing to do with Latin American consumers. Well, in addition to my Latin American research, enterprise feedback management (EFM) is a new and exciting coverage area that I will be addressing to help market research (MR) professionals. My goal is to assist you in finding the right tools and processes that will aid you in making sense of all the copious amounts of information that is collected from all parts of your company regarding consumers and synthesize them into coherent, actionable solutions.
What is EFM? Right now it means several things. From the viewpoint of a customer experience (CXP) professional, it is a tool that can be used to assist in developing a systematic approach for incorporating the needs of one’s customers into the design of better customer experiences, or what we call at Forrester voice of the customer (VoC) programs. My colleague Andrew McInnes will be covering EFM, as well, but from the perspective of how CXP professionals can utilize these tools.
For a market research professional, it is also used as a tool, but is not specific to solely collecting customer experience feedback. I see it as an advantage in two main ways.