CRM's Missing Link, On-Site Customer Feedback, Addressed

I'm not much of an authority on the technology in this particular area, but it seems to me this is something anyone running CRM should at least take a look at: Norwegian company Firm, a vendor of software for market research and Enterprise Insight Management, has announced plans to launch a new module of Confirmit for onsite self-interviewing.

The new module named Confirmit Kiosk is expected by management to "improve the way customer experience is measured and how businesses manage customer feedback."

This has long been something my wife's tired of hearing me harp on: What a lousy job companies "doing CRM" do taking customer satisfaction seriously, and correspondingly how few ways there are to input customer feedback back into the CRM loop.

Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, September 1-3, 2009. Los Angeles, CA.

Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, September 1-3, 2009. Los Angeles, CA.

Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, September 1-3, 2009. Los Angeles, CA.

Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, September 1-3, 2009. Los Angeles, CA.

Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, September 1-3, 2009. Los Angeles, CA.

Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, September 1-3, 2009. Los Angeles, CA.

Confirmit Kiosk also enables businesses to conduct automatic follow-up of customer complaints in addition to continuous quality assurance of its customer facing operations.

Who wouldn't want instant feedback on the customer experience from people who care enough to give it? Yeah yeah, you'll get the teens wired from way too much caffeine playing around, but that sort of thing's easy enough to discard. If nothing else, your company looks good from even showing that it gives a rat's rear end about customer concerns in the first place, going to the time and expense to collect it in the field.

"While customer experience and customer loyalty is often regarded as intangible and therefore immeasurable, it is exactly these factors that have direct impact on their bottom line," says Firm's VP of Marketing Kjell Oksendal correctly.

Confirmit Kiosk can be implemented in online or offline locations and integrated with existing CRM or other enterprise systems, delivering dashboards and alerts to management and relevant stakeholders. It's scheduled for release in May. Check it out.

David Sims is contributing editor for TMCnet. For more articles please visit David Sims' columnist page.

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