PHWP: Abstract Detail: What to look for in customer engagement feedback tools

Focuses on the need to consider the effectiveness of tools used to collect customer engagement feedback (i.e., complaints, compliments, and queries). The author argues that an effective customer engagement tool possesses the following six characteristics: (1) it provides reliable content that can be linked to specific, effective actions; (2) it provides data that can be distributed easily to appropriate organization members; (3) it provides a way to group information; (4) it provides dashboards of relevant information so managers know what to focus on; (5) it provides the ability to merge customer feedback data with existing customer relationship management (CRM) data; and (6) it provides tracking capabilities to ensure accountability.

Feather, K. (2009, June 29). What to look for in customer engagement feedback tools. PeopleMetrics [Online]. Retrieved June 29, 2009, from blogs.people-metrics.com.