Jon Atkin is a Vice President in our Loyalty division. His responsibility is for leading a number of our most important relationships in the Retail industry. His experience is in designing, managing and executing on a number of large scale customer experience, Enterprise Feedback Management and employee engagement programs.
Democratize your data and free customer feedback in your organization! That sentiment is at the core of the EFM revolution. In fact, decentralized ownership of customer insight and action really is fundamental to the success of customer experience management.
Terms like Voice of the Customer, Enterprise Feedback Management and Integrated Touchpoint Satisfaction have risen to prominence over recent years as the role and nature of the customer feedback solution has evolved. Our industry has changed its vocabulary, moving away from the CSAT or Customer Satisfaction program and taking on these new terms and everything for which they stand.
As we see across many industries, the onward trucking of technology has been a major factor in driving new products and approaches on the market. However, in the case of customer experience management, it is not just technology for technology’s sake. The progression has enabled significant changes in the fundamental business structures of organizations.
This idea of decentralized ownership of the customer experience is central to these important developments. There are three big changes for big company employees when it comes to data democracy, namely:
These changes are a significant advancement for the role of customer experience management across any organization. This is a welcome evolution both within the organizations we partner with and the industry as a whole. This type of decentralized ownership of the customer experience should be embraced by senior executives across industries, empowering their front line managers to own all customer interactions.
To read more on EFM and impact on business practices, please download this paper on Enterprise Feedback Management.