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Experience management (XM) company Qualtrics has today announced the general availability of a new collaboration tool, Frontline Feedback, that helps CX leaders collect, prioritise, and act on customer, employee, and product feedback.

One of the most underutilised resources in an organisation are frontline employees – the teams who work most closely with customers and understand them best. According to research from the Qualtrics XM Institute, frontline employees are the most supportive and helpful when it comes to helping their companies build a more customer-centric culture. Call centre teams or retail store staff, for example, are often in the best position to capture a broad range of customer experiences and interactions that helps improve an organisation’s product and brand perception.

With Frontline Feedback, organisations can:

  • Engage employees, and other stakeholders, by helping them identify customer experience gaps and contribute to a more customer-centric culture.
  • Empower employees to provide customer, employee, and product experience feedback using the channels they prefer, replacing manual and traditional processes for collecting information.
  • Prioritise feedback and, using advanced text analytics, surface hidden insights and recommended actions to the appropriate teams and project owners to take action.
  • Encourage collaboration and nurture ideas with subscribing, commenting, and upvoting features on submitted feedback.

“Customers have higher expectations of brands than ever before. Frontline Feedback is the best solution to help organisations deliver a new standard of customer experience by proactively finding ways to meet, and exceed, consumer expectations,” said Rupali Jain, Director of Product Management for CustomerXM, Qualtrics. “This outside-in approach to optimising your CX program engages employees to help organisations close customer experience gaps, improve product experiences, and deliver on their brand promise.”

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