Over the past 10 years, perhaps more, I've been following the so-called Enterprise Feedback Management (EFM) industry. Getting, and acting upon, customer feedback is one of the most important habits of customer-centric firms.
I've always been mystified why the CRM industry didn't embrace these sorts of solutions, despite all the rhetoric about customer loyalty. Thankfully, EFM found a home in the burgeoning market for Customer Experience Management (CEM) solutions. And in recent years EFM solutions have expanded dramatically to include more channels, use text analytics on verbatims or social feedback, and even connect to CRM for customer history.
And yet, the problem remains that most companies don't systematically act on customer feedback -- less than 50% according to Forrester Research. That's why I've come to define Voice of Customer 2.0...






