 OUR TAKE -
Simple Measures, Simple Minded Results
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| Lasting Impressions:
An intellectual says a simple thing in a hard way. An artist says a hard thing in a simple way.
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Charles Bukowski
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Most readers didn't care much for my suggestion of an alternative to the stale customer input generated by the general question, "How was your stay?" But I offered one suggestion saying that I know there are many others. And you CRMAdvocate readers didn't disappoint.
One reader wrote: "During my breakfast at a hotel the hostess asked if I had time to describe my stay. Instead of the usual 'How are we doing?' card of 1-5 ratings of things of marginal interest to me, she gave me a clipboard with blank 8X11 sheet of paper. She said she wanted to know about my experience from my point of view. I took 20 minutes and 2 and 1/2 pages to write about my experience."
As a student of the customer experience as I suspect most CRMAdvocate readers are, this person went on to report: "This was harder but more satisfying for me to do and harder for them to statistically summarize, so I asked what happens to this feedback. They meet once a week in a meeting read each of them and talk about how they can build on the positives and eliminate the negatives. Some times simple measures yield only simple minded results."
It is easy to focus on the unique process of collecting feedback regarding the customer experience. However, let's not lose sight of how this hotel institutionalizes the feedback process in weekly reviews. That is where change really happens. That's my take. What's your take?
Gary Lemke, Publisher
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| Stock Ticker |
| CDC | 1.07 |  | 0.1 |
| Epicor | 3.79 | | 0.26 |
| Rainmaker | 0.67 | | 0.04 |
| NCR | 9.2 | | 0.5 |
| Convergys | 7.22 | | 0.35 |
| SAP | 36.26 | | 1.58 |
| Amdocs | 17.95 | | 0.62 |
| ClickSoftware | 2.95 | | 0.1 |
| SPSS | 26.59 | | 0.9 |
| Selectica | 0.31 | | 0.01 |
| Salesforce | 34.98 | | 1.02 |
| Oracle | 15.83 | | 0.43 |
| Sykes | 15.91 | | 0.43 |
| NetSuite | 11.19 | | 0.3 |
| ICT | 4.87 | | 0.13 |
| LivePerson | 1.9 | | 0.05 |
| RightNow | 7.64 | | 0.2 |
| Interactive | 9.34 | | 0.24 |
| Tekelc | 12.6 | | 0.3 |
| Chordiant | 2.8 | | 0.06 |
| Pegasystems | 17.9 | | 0.37 |
| ATG | 2.5 | | 0.05 |
| eLoyalty | 4.75 | | 0.05 |
| Teletech | 10.14 | | 0.04 |
| Unica | 5.09 |  | -0.04 |
| NICE | 25.08 | | -0.23 |
| Vignette | 6.47 | | -0.06 |
| APAC | 1.93 | | -0.05 |
| HP | 28.99 | | -0.76 |
| Jacada | 2.6 | | -0.1 |
| Astea | 1.8 | | -0.07 |
| SupportSoft | 1.7 | | -0.14 |
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As of 3:59 p.m. on 3/19/09 |
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