The most objective way of understanding the customer experience is by collecting and analyzing feedback. The output from such analysis can be used to improve interaction-handling processes, training of individuals who handle interactions, marketing and sales campaigns, customer retention strategies, and systems used to support interaction-handling.

The customer feedback benchmark research identifies trends and best practices in collecting and analyzing customer feedback. The research examined current issues with how companies collect customer feedback and the impact of those issues on the customer experience. It explored whether more companies have adopted customer feedback management (CFM) technologies and how organizations are using the information to improve interaction-handling processes, training, their products and other aspects of marketing, sales and customer service. We identified the business benefits realized by companies that have deployed CFM and determined what others that are considering such a deployment hope to achieve.