Successful companies are doing more than gathering data from customer satisfaction surveys.  They are making an investment in shaping a customer’s expectation and experience with their product or service by putting into place large-scale systems that can gather, analyze, and act upon feedback from customer interaction in an increasingly faster manner.

Enterprise Feedback Management (EFM) refers to the organizational-wide managing of feedback from customers on the experiences they had with the company’s products or services.  Customer Experience Management (CEM), refers to the ability an organization has to create and fulfill the customers expectations of a company’s products or services.

EFM is a tool for CEM.

Goals of Enterprise Feedback Management

1. optimize the ability of an organization to collect data and take action in a timely manner
2. provide better customer experiences at every interaction with the company
3. centralize the management of customer feedback
4. focus on creating actions that drive change – not on collecting tons of data

Key Elements of Enterprise Feedback Management

1. feedback collection at every level of customer interaction
2. targeted, sample surveys that integrate with “organic” collection of customer information at point-of-contact
3. quick response time from collection of data to action on data (ultimately done in real-time)
4. enterprise-wide deployment of action items

Getting the customer to have a positive response to a company’s product or service is as important as the product or service itself.  In order to make a measurable increase in a customer’s positive response, a managed feedback mechanism must be in place, as well as a mechanism to carry out the recommended actions that the system produces. This is what is referred to as Enterprise Feedback Management.