A term originated by ... Enterprise Feedback Management (EFM) is a class of software that enables centralized deployment and management ... EFM can help an organization establish a dialogue with employees, partners, and customers regarding key issues and concerns. EFM consists of data collection, analysis and reporting. EFM
It enables you to fully engage with your current or prospective customers through targeted feedback programs or by asking questions during naturally occurring events. You can then use the resulting insights throughout your enterprise to drive business improvement. Customer feedback can include the opinions, attitudes, and preferences of your customers, employees, business partners, and others. Enterprise Feedback Management
The ability to elicit feedback and properly manage it, is an important instrument for ensuring process engagement and enhancement. Nimbus
Enterprise Feedback Management
Definition: Enterprise Feedback Management is the process of systematically collecting, storing and using customer feedback data at the enterprise level to enhance business objectives and overall profitability.
Traditionally, customer feedback has been collected by companies in a fairly informal way. A need for customer input would be identified; a survey would be drawn up and then executed; and the results would be analysed within the department which had originally identified the need.
Proponents of Enterprise Feedback Management argue that this process is
inefficient and loses much of the potential gain to be derived from
customer interaction. They advocate instead that there should be a single
point of contact within a company for collecting customer feedback
information. Departmental requests should be funnelled through this single
conduit. Otherwise, data collected from customers will not be fully
utilised. Some departments may harvest the information, use it for their
own purposes and discard it. At the same time, the information might have
been useful to another department within the company which, nonetheless,
never had the opportunity to see it.
In recent years a number of Enterprise Feedback Management software applications have emerged to help address some of the issues outlined above. Although some make use of innovative means of collecting customer feedback, such as interactive facilities on a website, not all do. Many still rely on tried and tested methods such as market research questionnaires presented in person or over the phone. For them, the key technology element comes through collating, analysing and making available the data that is acquired through traditional research methods rather than replacing them altogether.
Many Enterprise Feedback Management implementations, though, do attempt to diversify the sources through which feedback can be collected. Among these innovative approaches are : -
Forums – forums in which the company’s products or services are discussed, either specifically or as part of a broader range of products, are monitored and the discussion analysed and broken down into tangible metrics. Posts in forums can either be read by human beings with salient themes and recurring issues identified and recorded by hand, or lexical analysis software can be used to try and extract useful information from the mass of text automatically.
Website - Another innovative means of collecting customer feedback is through the company website. Customers can be presented with opportunities to make their feelings known either at the time of purchase or in subsequent visits to the website to request service or information, for example. Feedback may be entered either as freeform text or by selecting from a number of choices on a form.
Some Enterprise Feedback Management software can alert customer service representatives when these web-based customer surveys indicate high levels of unhappiness in an important customer. Account managers can then be pro-active in their approach to dealing with the problem, perhaps offering unusually favourable arrangements to the customer to prevent the loss of the account.
Of course many companies wish to receive feedback not only from their
customers, but from their employees. An online feedback system can be a
great way to monitor staff morale, and to enrich upper management thinking
by opening it up to a flow of creative suggestions from below.
As well as harvesting data from planned surveys, good Enterprise Feedback Management software will provide some means of filing and cataloguing spontaneous customer communications with the company. For example, if the customer sends an email or fills out a web contact form to communicate with the technical support department, to file a complaint or to issue a service request, the Enterprise Feedback Management application may allow the staff member dealing with the contact to file it both in that customer’s personal record history as well as in a more general database dealing with the product or service in question.
Many Enterprise Feedback Management applications come with features designed to help users put surveys together. Usually, each ships with a large number of survey templates designed for use in different business sectors. Often a wizard-style interface walks the user through the creation of new surveys, either starting from scratch or based on one of the existing templates. Naturally, questionnaires previously developed within the company can be stored and made available for re-use. This helps maintain a consistency of tone across multiple surveys, and allows marketing research expertise to be focused in one place within the company and then made available to everyone.
Enterprise Feedback Management vendors boast that their software can help companies deal with regulatory and quality standard compliance issues. Monitoring customer satisfaction levels plays a part in adhering to the ISO 9000 quality standard. Additionally, the Sarbanes-Oxley act of 2002 requires companies to monitor ethics in their workplace. Enterprise Feedback Management vendors insist their software is ideal for these tasks.
Nearly all Enterprise Feedback Management packages incorporate statistical analysis features so that users can make sense of the survey results data that has been collected, identifying important trends and breaking down the results according to the key characteristics of the responders. Help in sharing the results of surveys that have been undertaken is one of the declared goals of the Enterprise Feedback Management philosophy. Many vendors opt for a web-style user interface rather than a desktop GUI for both viewing a survey’s results and manipulating the software’s options. Naturally, this also makes sharing feedback data via a web or intranet page very easy.