 OUR TAKE -
Little Impact
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 | Accelerate Call Center Performance
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| Lasting Impressions:
In theory, there is no difference between theory and practice; in practice, there is.
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Chuck Reid
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No one argues the value of customer feedback. However, I believe a great deal of the customer feedback organizations big and small receive every day is worthless. It doesn't have to be but unfortunately, it is. Why? Let me explain.
My take is that customer feedback is only valuable if the customer giving the feedback is genuinely engaged. But many times, customers give feedback without really meaning what they say or write. Why? It may be they are filling out a card to "win" an incentive. Or maybe the customer feels it is easier, and perhaps less offensive, to hurriedly complete a survey than to simply say they are not interested.
And one reader commented, "While I appreciate being asked, I understand that it has little impact. I feel the survey results are likely to get consolidated into something that may or may not be reviewed. Regardless, it won't change the customer experience I just had."
I believe a more concerted effort needs to be made to explain why customer feedback is vital and how it will be used to make a real difference. That's my take. What's your take?
Gary Lemke, Publisher
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Conventional wisdom states that when times get tough, spending stops. But a new study from Aberdeen Research, Recessionary Marketing: How Best-in-Class Companies are Weathering the Storm, shows that marketers understand how valuable their customers are during a recession. In fact, many have reallocated resources and invested more to benefit both the company and customer relationships.(1to1
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Article: The Limits of Customer Analytics in a Recession
The recession has resulted in a number of companies having to change their ‘business operating models’ and to switch their emphasis. Sometimes this can have unintended consequences . For example, talking to one telecoms executive, his company’s emphasis has changed from acquiring new customers, to retaining the ones it already has. This is quite a change for the telecoms industry, more used to spending huge sums of money acquiring new customers to replace the ones that it lost the previous year, than to keeping existing customers. This change applies to many other industries too.(CustomerThink
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