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3 lessons learned from a failed customer feedback test

Ashley Verrill | June 12, 2013
Things didn't go exactly as planned when we gave three retail businesses a customer feedback system to test for a customer service software buyers' guide . The goal was to see how the features worked in a real-life setting. However, we discovered that testing customer service software in a real-life setting involves more than simply installing and using. It requires a certain amount of planning, and there were several key issues we realized we should have addressed before beginning to test.

" Two: You can invest in changes you know will directly impact the customer's buying decision because you asked for feedback about those specific facets of the customer experience.

Consider these three lessons as you evaluate customer feedback software and avoid the outcome we experienced—not actually getting value from the technology.

Ashley Verrill is a CRM Analyst for Software Advice and Managing Editor for the Customer Service Investigator. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. Currently, her research focuses on various topics related to CRM software, sales, customer service and marketing strategy.


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