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The Three Keys to Enterprise Feedback Management Success

3 min read
The Three Keys to Enterprise Feedback Management Success

To gain the insight they need, companies today want to listen to their customers and employees. In this insight-driven world, Enterprise Feedback Management (EFM) is rapidly growing in popularity as more and more organizations look to streamline the management and delivery of feedback surveys, while gaining a detailed picture of the customer journey and employee engagement. 

The benefits of listening to feedback are clear – from being able to increase customer satisfaction to identifying competitive opportunities. However, many organizations struggle to get the full power of their data to work for them. An effective EFM program is essential, but it is more than the technology you use or the raw data you collect – it requires a consistent, proactive and disciplined approach to make the most of every piece of information. But how can enterprises do that? Start with these three keys to unlock enterprise feedback management success: 

1. Make EFM Data Easy to Use and Access

Collecting feedback is only useful if you’re able to analyze it and take data-driven actions. In the past, manual processes and capacity issues have made this difficult to achieve quickly.

Business now happens in an always-on, 24/7/365 environment, so organizations can’t afford to wait for a data analyst to figure out what’s really happening. Users need to be able to explore results from multiple touchpoints in real-time, compare data from different sources, overcome silos, and gain new insights across departments and target markets.

To be successful with your EFM, empower your users to access the data, make decisions, and take action. Look for ways to ensure that your data can be used to push reports automatically to your stakeholders or trigger workflows across the organization (or to third-party systems) instantly in response to feedback.

The goal should be the ability to 1) use your data so you can adapt to business, customer and market needs as they emerge, and 2) prioritize issues within your business.

2. Continually Engage Your Audience

Feedback isn’t just something you collect once or twice a year, it’s an ongoing part of your business experience that can be used to engage with your customer and employee audiences continuously.

The speed at which perception and sentiment of your brand can change mean it’s essential to create an open dialog with your customers and employees. To do this, consider creating a community platform that enables you to build a trusted place to connect and get feedback from your target audiences.

Your community can be used to:

_     Create online focus groups

_     Conduct diary studies

_     Enable live chats and forum discussions

_     Perform subject recruitment

_     Develop qualitative projects

_     Dynamically test concepts

To maximize the value of your feedback community, ensure that it has an easy-to-use web interface and makes the most of forums, blogs, chats and surveys, as well as moderation tools.

3. Integrate All Touchpoints in Your Organization

Many organizations do an excellent job of collecting data from customers, employees and even competitor activities, but this data is often spread over multiple silos. As departments or business units collect information from employee engagement surveys to customer insights, it’s almost impossible to know who has what information. These data silos can lead to poor communication and costly duplication throughout the organization. Additionally, key opportunities to take insight to a new level are lost, because enterprise-wide trends or issues aren’t identified. By breaking down the silos and eliminating the compartmentalization of data, you can unlock the real power of EFM.

Your EFM efforts should seamlessly integrate:

_     Customer surveys: Put customer experience first by uncovering what customers really need and want

_     Employee insight: Connect with your employees to promote engagement, retain top talent and improve your hiring processes

_     Competitive data: Stay ahead of trends, differentiate your company and grow long-term profitability

_     Market research: Monitor and anticipate consumer trends, track product adoption and glean high-value insight To get your feedback initiatives working harder for you, start by unlocking these three keys to enterprise feedback management success: 1) Make data easier to access and analyze 2) Continually engage your customers 3) Integrate touchpoints

By focusing on these three areas, you’ll be able to maximize the impact and potential of EFM for your organization and help support better decision-making for your entire team.

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