Customer Strategy magazine: EFM coming of age

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EFM coming of age - but still long way to go

- Article featured in Customer Strategy magazine, July 2008

Introduction
Enterprise Feedback Management is on the up and the vast majority of organisations now collect some kind of feedback from their customers - yet a tiny minority actually feed back on the feedback. Steve Hurst reports.

Enterprise Feedback Management is finally coming of age. In the past three years there has been a 60-fold increase in the number of ‘Customer Experience’ VPs in the Top 500 companies. This is an indication that companies are trying to differentiate themselves and gain competitive advantage by listening to their customers and acting on their feedback. But how much of this is just lip service?

In the past, a majority of companies have tended to view complaints handling as a drain on resources and profit.

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