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EFM: The Who, When, Why, Where & What of Surveying
Posted by Jeffrey Henning on Mon, Sep 14, 2009
Today at the Gartner CRM conference, Jim Davies gave his presentation, "EFM: The Who, When, Why, Where & What of Surveying". Some highlights:
- What? I noticed in Jim’s other presentation this morning, he used “feedback management” and “survey” rather than “EFM”: it’s still an acronym that prompts quizzical looks. Jim described enterprise feedback management systems as the feedback “hubs” of their organizations, the central repository for survey data, across departments and across channels (web, paper, phone, etc.).
- Why? Without EFM systems, organizations trip all over themselves, oversurveying customers and missurveying them, because of a lack of attention to process and results. A big failure is the lack of personalization. Jim related the tale of a colleague who bought a Mini Cooper online: he was kept up to date with each stage of the manufacture and shipping of the car, to the point that “the car” emailed him e-postcards from its cruise across the Atlantic (“Playing shuffle board with the other Minis. Looking forward to meeting you!”). It was a great, personalized experience. Until the survey came! Ten pages, 80 questions, beginning by asking which car was ordered, what option package was selected, and so on. Apparently the survey researcher hadn’t played shuffleboard with the car.
- Who? Jim mentioned two firms as leaders in enterprise feedback management: ConfirmIt and Vovici. He said that there were 60-70 vendors, though most had less than $2M revenue. He mentioned Allegiance as an up-and-coming vendor for its acquisition of Inquisite; he also mentioned MarketTools. I thought it was notable that, having mentioned consolidation was coming to the industry, he discussed the four firms that have made acquisitions in this market: ConfirmIt, Vovici, MarketTools and Allegiance have each made at least one acquisition (Vovici has purchased three companies: Perseus, WebSurveyor and Surveyo, as well as Raosoft web-survey assets).
- When? Begin planning for EFM implementations now! As Jim said, “Your competitors are getting better at this!” Gartner estimates that EFM implementations will grow 15-20% in 2010 over 2009. When planning to implement an EFM system, Jim noted that “EFM functionality is more diverse and complex than many organizations perceive.”
- Where? By department and across the organization. In online communities. Set up an online community with member profiles containing information such as the member’s product portfolio, demographics and geographic location. Use forums for ad-hoc feedback, with text mining supporting the qualitative analysis. For the quantitative side, field surveys to not only community members but to customers who aren’t community members as well; let customers select their preferred modality.
So there you have the 5 W’s of EFM.
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