MEDALLIA
A desire to capture both passive and active forms of feedback – reaffirmed during the early coronavirus days , when interaction and communication became severely limited – has stimulated recent innovations that are more responsive to consumer behaviour . Add to this the fact that many websites were exposed as nonaccessible for vast swathes of users during this same period , and it becomes clear why interactive , responsive and accessible applications became more in demand than ever .
Whilst this need to adapt may have been instigated by the pandemic , the mutable nature of technology and consumer expectations means that the company was already veering in this direction anyway , utilising digital platforms , phone calls , and social media to acquire feedback data ; the pandemic merely shifted the markers slightly .
Defining a core ethos and approach The key to successfully converting feedback into meaningful action is listening . But what exactly does it mean to listen and , more specifically , to listen well ? This is exactly the same question the company asks of itself regularly , using the responses to define its strategy and approach .
“ The richest customer signals are not in passive surveys but in the indirect and observational data they are sharing with you every day ,” Lane says . “ Over the past 2 years , we ’ ve added voice , video , and digital behaviour capabilities to our platform , helping businesses tap into the voice of the silent majority : those who don ’ t , and will never , take surveys .”
This recognition of ‘ the silent majority ’ helped shape the company ’ s holistic approach to listening , which began a decade ago . Back then , though , they were “ pulling in social data and third party reviews ”
50 March 2022