Integrating Siloed Voice of the Customer (VoC) Feedback


Confirmit Team

Confirmit Team

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Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 


Author Bio

Integrating Siloed Feedback and Breaking Down Customer Experience Silo

Emerging Feedback Silos 

Over the past few years, focus on collecting feedback to improve the customer experience has emerged as a top priority for many that want to differentiate their company. Unfortunately, businesses’ growing need for feedback is facing a strong headwind as customers are increasingly reluctant to respond to surveys. And why is that, you ask? Customers often feel that their efforts are futile as many companies fail to consistently close the loop or make tangible improvements to their business.

The clash between a company’s need for feedback and declining response rates generally leads to an even larger problem: feedback silos. Feedback silos emerge as different departments within a single organization try to “fill the feedback gap” conducting more, often redundant, surveys that apply only to their areas of interest. 

Data silos are a common business challenge. But feedback silos represent a fairly new phenomenon, and they make it impossible for your organization to get a clear, holistic view of the customer experience. They impede your ability to take effective action and successfully closing the loop becomes nearly impossible. This challenge tends to be self-perpetuating and obstructs effective differentiation through an improved customer experience.

The Proof is in the Numbers

Despite significant investment in feedback solutions, decision makers still aren’t getting the insights they need.

  • 54% of decision makers don’t have the data they need to guide strategic business decisions
  • 44% of decision makers say that organizational information silos are the biggest challenge preventing them from using data effectively
  • 4% of companies said they have the right people, tools, and data to draw meaningful insights from their data - and to act on those insights.

Voice of the Customer data silos is a common business challenge. But feedback silos represent a fairly new phenomenon, and they make it impossible for your organization to get a clear, holistic view of the customer experience. They impede your ability to take effective action to increase customer loyalty and reduce costs and churn.

 

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