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SAN RAMON, CA, August 9, 2012 – Ventana Research has released its latest Benchmark Research on Customer Feedback Management. Ventana Research undertook this benchmark to gain insight into how customer feedback can be better utilized to enhance the customer experience and deliver business value through a broader understanding of the consumer.

The proliferation of new communication channels makes it possible for consumers to compare services quickly and easily, making the interaction between companies and their customer more important than ever. To deliver the best possible customer experience, companies need to adopt a core set of best practices for analyzing customer interactions. The new research, The Role of Feedback in Customer Experience Management, found that collecting and analyzing feedback is the best way to truly understand the customer.

This new research found that while 85 percent of participants collect costumer feedback, only two-thirds said it is very important and just one-third respond to feedback.The research also uncovered that a startling one in three companies have a dedicated team to manage this aspect of business, showing a lack of proper planning and execution in customer feedback management. A high-functioning and successful program of customer feedback management (CFM) can improve customer service, including handling interactions and training their supporting agents who participate in customer interactions.

“The need to harness feedback and focus on improving customer satisfaction is driving the development of new process and technology to support the customer experience”, said Richard Snow, VP and Research Director at Ventana Research, “Companies need to begin moving beyond the use of e-mail and telephone to using Internet based technologies advancing from the methods used in social media and collaboration within the enterprise for customer feedback management needs. Our research has created a foundation of best practices and education to help organizations manage and retain their customer while encouraging loyalty through the use of customer feedback management.”

Ventana Research embarked on this benchmark to acquire information about how organizations are adapting to the changes in interaction with their customers and how to use CFMto learn more about their customers. It explores how organizations collect their feedback; whom they assign to collect it; and what obstacles they have encountered in their efforts to gain this information.

Those interested in learning more about this benchmark research can find additional information in Customer Feedback Management here: www.ventanaresearch.com/CFM.As a part of your registration you will receive insights and education from Ventana Research on using technology effectively in business. Ventana Research thanks those that participated in the benchmark, helping to make this industry benchmark research a reality. Ventana Research provides guidance to organizations in business and IT in information technology through its Ventana On-Demand and with its assessment and educational services offerings.

About Ventana Research 

Ventana Research is the most authoritative and respected benchmark business technology research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk.

Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research's insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook, LinkedIn and Google+.

To learn how Ventana Research advances the maturity of organizations' use of information and technology through benchmark research, education and advisory services, visit www.ventanaresearch.com. 

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Molly Johnson

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