Outgrowing Ad-Hoc Surveys:
- moving towards a strategic feedback program

Your business receives customer feedback every day. Some will be unsolicited, such as emails thanking you for great service, or irate phone calls from less satisfied individuals. But much of it will be feedback you have asked for and upon which you intend to act.

With thousands of online survey tools available, you will have no problem in quickly purchasing and deploying tactical software tools to gather this information. But this ease means that many businesses are using over 100 survey tools with no co-ordination among the teams deploying them. This leads to duplication of effort, unnecessary costs and oversurveying of customers.

To develop a more coordinated approach to feedback gathering, you need a more advanced system. One through which feedback can be gathered, analyzed and disseminated with a clear view as to what is being done across the business.

This paper addresses the issues faced by large organizations that require a coordinated approach to gathering, analyzing and acting on customer feedback. It will help you if you have been using these tactical survey tools and increasingly find that they no longer meet your needs.

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