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Customer feedback management (CFM) online services are web applications that allow businesses to manage user suggestions and complaints in a structured fashion. A 2011 study conducted by Aberdeen Group showed that companies using customer feedback management services and social media monitoring have a 15% better customer retention rate. [1]
Various online CFM services use different approaches. The aim of most methodologies is to measure customer satisfaction, with some models also measuring related constructs including customer loyalty and customer word-of-mouth (see Webreep model). The methodology behind each service has an important impact on the nature of the service itself, and is the main differentiator between them. The main feedback management methodologies are listed below.
Feedback analytics services use customer generated feedback data to measure customer experience and improve customer satisfaction. Feedback data is collected, then, using key performance indicators and feedback metrics, turned into actionable information for website improvement. Feedback analytics services provide website owners with the ability to create feedback forms that can be customized to fit the website and placed on all pages. This allows the website's users to submit feedback when they encounter a problem or have a feature request. A feedback button is visible at all times on each of the site's pages. Feedback analytics provide page- and website- level actionable data, and enable a website owner to read and manage feedback, as well as to get back to the users. The feedback is only made accessible to the website owner. This means that websites using feedback analytics are not exposed to the potential harm to their brand that feedback made public may cause. Feedback collection can be passive (using a feedback button), or active (using a feedback form set to appear in certain conditions), or both. The ability to choose the location of the button, as well as the frequency and conditions of the pop-up make feedback analytics a relatively non-intrusive approach from the point of view of the website user. Due to its measurable nature, feedback analytics data can be integrated with web analytics data, allowing website owners to understand what their users are doing on their site (using web analytics) and why they do it (using feedback analytics), in one single interface.
Also referred to as review forum optimization or RFO. Similar to SEO, CFO is the process of affecting the visibility of select web pages or results in the natural or un-paid results of various customer feedback management services or online review forums. [2] CFO stands for customer feedback optimization, thus the sites being optimized are those for the review, ranking, and giving feedback of goods and or services by customers. In recent years review forums or customer feedback management services have been growing rapidly in influence, with 83% of consumers saying online reviews influence their perception of a company. [3] In addition, a study states that, consumers were willing to pay between 20 percent and 99 percent more for an Excellent (5 star) rating than for a Good (4 star rating), depending on the product category. [4] Some commonly known review forums are Yelp (20 million visits in February 2013), Trip Advisor (10 million visits in February 2013), Travelocity (3.7 million visits in February 2013), and Angie's List (3.4 million visits in February 2013). [5]
Below is a comparison of notable customer feedback management services.
Legend:
| Name | Voting | Who voted | Categories | Tags | Human-friendly URLs | Custom layout | Merge suggestions | Moderation | Integration | Single sign-on | Custom URL | API | Feedback privacy | Alexa traffic rank [6] |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Get Satisfaction | +1 with total and "best points" voting for specific replies | Yes | No | Yes | Yes | Yes with Enterprise option | Yes | Yes | Salesforce, Facebook, Zendesk, Pivotal Tracker, Parature, Google*Apps, Twitter, e-mail notifications, site widgets, open API for custom integration | Yes with Connect | Yes with any paid plan | yes with private feedback option or login-required community | 2,066 | |
| IdeaScale | thumbs up/down with breakdown | Yes | custom-defined | Yes | Yes | Yes | Yes | paid plans only | e-mail updates, facebook, Twitter, RSS feeds (new topics, new comments), Widgets | Yes | paid plans only | paid plans only | 62,6802012-Feb | |
| UserVoice | Yes, but only vote "for" ideas | Yes + ability to export user data | Yes | No | Yes[ citation needed ] | Branding and white label available | Yes - Currently in Beta | Yes | e-mail updates, API, feedback widget, RSS feed | Yes w/ paid edition :: otherwise OpenID, GoogleID, Yahoo, AOL, Facebook, MySpace | Yes, domain aliasing | Yes, there's a public API coming and an enterprise edition | Yes - Invitation only, Single Sign-On or filtered by email domain | 5,144 |
Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information.
Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Market research helps to identify and analyze the needs of the market, the market size and the competition. Its techniques encompass both qualitative techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer surveys, and analysis of secondary data.
Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.
In promotion and advertising, a testimonial or show consists of a person's written or spoken statement extolling the virtue of a product. The term "testimonial" most commonly applies to the sales-pitches attributed to ordinary citizens, whereas the word "endorsement" usually applies to pitches by celebrities. Testimonials can be part of communal marketing.
Cohort analysis is a kind of behavioral analytics that breaks the data in a data set into related groups before analysis. These groups, or cohorts, usually share common characteristics or experiences within a defined time-span. Cohort analysis allows a company to "see patterns clearly across the life-cycle of a customer, rather than slicing across all customers blindly without accounting for the natural cycle that a customer undergoes." By seeing these patterns of time, a company can adapt and tailor its service to those specific cohorts. While cohort analysis is sometimes associated with a cohort study, they are different and should not be viewed as one and the same. Cohort analysis is specifically the analysis of cohorts in regards to big data and business analytics, while in cohort study, data is broken down into similar groups.
Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It can be used to estimate how traffic to a website changes after launching a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views, or create user behavior profiles. It helps gauge traffic and popularity trends, which is useful for market research.
In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main web site.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also the mobile app traffic & events, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin.
Enterprise feedback management (EFM) is a system of processes and software that enables organizations to centrally manage deployment of surveys while dispersing authoring and analysis throughout an organization. EFM systems typically provide different roles and permission levels for different types of users, such as novice survey authors, professional survey authors, survey reporters and translators. EFM can help an organization establish a dialogue with employees, partners, and customers regarding key issues and concerns and potentially make customer-specific real time interventions. EFM consists of data collection, analysis and reporting.
Path analysis, is the analysis of a path, which is a portrayal of a chain of consecutive events that a given user or cohort performs during a set period of time while using a website, online game, or eCommerce platform. As a subset of behavioral analytics, path analysis is a way to understand user behavior in order to gain actionable insights into the data. Path analysis provides a visual portrayal of every event a user or cohort performs as part of a path during a set period of time.
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.
Customer engagement is an interaction between an external consumer/customer and an organization through various online or offline channels. According to Hollebeek, Srivastava and Chen S-D logic-Definition of customer engagement is "a customer’s motivationally driven, volitional investment of operant resources, and operand resources into brand interactions," which applies to online and offline engagement.
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone."
Netnography is a specific type of qualitative social media research. It adapts the methods of ethnography to understand social interaction in contemporary digital communications contexts. Netnography is a specific set of research practices related to data collection, analysis, research ethics, and representation, rooted in participant observation. In netnography, a significant amount of the data originates in and manifests through the digital traces of naturally occurring public conversations recorded by contemporary communications networks. Netnography uses these conversations as data. It is an interpretive research method that adapts the traditional, in-person participant observation techniques of anthropology to the study of interactions and experiences manifesting through digital communications.
HP Information Management Software is a software from the HP Software Division, used to organize, protect, retrieve, acquire, manage and maintain information. The HP Software Division also offers information analytics software. The amount of data that companies have to deal with has grown tremendously over the past decade, making the management of this information more difficult. The University of California at Berkeley claims the amount of information produced globally increases by 30 percent annually. An April 2010 Information Management article cited a survey in which nearly 90 percent of businesses blame poor performance on data growth. The survey concluded that for many businesses their applications and databases are growing by 50 percent or more annually, making it difficult to manage the rapid expansion of information.
Lean startup is a methodology for developing businesses and products that aims to shorten product development cycles and rapidly discover if a proposed business model is viable; this is achieved by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and validated learning. Lean startup emphasizes customer feedback over intuition and flexibility over planning. This methodology enables recovery from failures more often than traditional ways of product development.
Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, and development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.
Kampyle is a software and website feedback analytics company founded in 2007 and based in Ramat Gan, Israel. Kampyle's feedback service is used to improve a company's ability to understand their website users and customer analytics. Kampyle was acquired by Medallia in October 2016.
In electronic commerce, conversion marketing is marketing with the intention of increasing conversions—that is, site visitors who are paying customers.
WalkMe is an American multinational software-as-a-service (SaaS) company, with headquarters in San Francisco, California. Its Digital Adoption Platform (DAP) was recognized in Everest Group's PEAK Matrix Assessment of DAP vendors as the leading DAP product. Alongside its headquarters in San Francisco, the company has offices in Raleigh, North Carolina; Tel Aviv, Israel, and a global footprint including the United Kingdom, Australia, and Japan.