Enterprise Feedback Management
Using Feedback Across the Enterprise
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About Vovici
Across All Industries
 Utilized by 60% of Fortune 500
 Thousands of customers in over 47 countries
 More than 150 million completed surveys in more
than 150 different languages
 15 years of industry experience, leadership and
innovation
 Delivering measurable results for customer
satisfaction, employee retention and cost
reduction
 Coined the term “Enterprise Feedback
Management”
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Agenda
• Common approaches to obtaining
feedback from stakeholders
• Issues these approaches create
• Approaches for connecting listening efforts
• How to obtain better feedback & gain
control over the process
• Q&A
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More Important Than Ever To Get Feedback
• Understanding customer requirements, attitudes
and issues is a must
• Retaining customers is just as important as
acquiring new ones
• Making the right investments means you need facts
and valid, reliable and projectable feedback
• At the same time, your ability to get the data you
need is being affected by lean budgets
• Organizations need continuous feedback, not just at
discrete points in time
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Common Approaches for Obtaining Feedback
• Typically gathered by individual business units or
departments for a specific purpose
• Customers, Prospects, Employees, Partners,
Distributors, Members
• Attitudinal
• Transactional
• Pure research
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Most Common Approaches for Obtaining Feedback
• Surveys
• Online, paper, telephone
• Focus groups, one-on-ones
• Intercepts
• Most Common Measurements
• Satisfaction
• Loyalty
• Demand identification
• Concept testing
• Issues identification
• Events feedback
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Everyone is Listening to Stakeholders Using Different
Tools & Methodologies
Customers
Employees Partners
Marketing
Human
Resources Sales
Investor
Relations Finance
Investors Suppliers
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7

Result: Disconnected Listening
• Same questions being asked by different groups
• No one reviewing surveys for research validity
• Data not shared
• No control over timing, frequency and brand integrity
• Declining response rates
• No integration with CRM or ERP applications
• Exposure of sensitive data on insecure systems & violation of
brand integrity
• We’re asking more and getting less
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8

Connecting Feedback Efforts Means You Must Answer
These Questions
• Who creates surveys? • How are reports generated?
• Who gets to deploy them? • How is the data shared?
• What is the review cycle? • Who gets to see reports?
• How are changes tracked? • Are all reports the same?
• Are you using common questions • How do you manage survey invitees
throughout the organization? and respondents?
• Is your brand integrity protected? • Are you re-using data you already
know?
• What happens with the data once its
• How do you ask less and get more?
captured? Is it secure?
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What factors are contributing to lower online survey cooperation
rates?
Source:
AMA MR Boston 2008
audience survey
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What should be done to increase online survey cooperation rates?
Source:
AMA MR Boston 2008
audience survey
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Why Implement An Enterprise Approach to Feedback?
• Response rate to web surveys declining
• Respondents complain about being sent too many
surveys
• Need to easily target surveys to segments and sub-
segments of your customers for detailed survey
analysis
• Survey authors have to wait on IT to export mailing
lists from your other systems
• Respondents are complaining that surveys are too
long
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Why Implement An Enterprise Approach to Feedback?
• By empanelling all potential respondents in a central
database, you eliminate the need to rely on IT
resources to generate recipient lists
• By centralizing “touch management” for your survey
research, you can make certain not to over-survey
panelists
• By profiling potential respondents in detail, you can
segment “on demand” when sending out invitations
• By integrating respondent profiles with CRM systems
through CRM connectors, you can embed that
customer data as hidden fields within a survey
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A New Role for Research Departments
• Market Research departments are often project-
management departments
• With survey tools, MR often has no visibility to many
survey projects
• With an enterprise system, users can be given the
role of assisted survey authors: MR must approve
their survey before it goes live
• Re-engages MR in the survey process
• MR practitioners become mentors helping achieve
better surveys and better results
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Elements of An Enterprise Approach to Feedback
• Ability to manage interactions with customers,
prospects, employees and other stakeholders
• Common platform for obtaining feedback
• Brand integrity management
• Data security
• Libraries of approved questions
• Workflow capabilities to allow multiple people to
work on projects
• Ability to separate departments and business units
work
• Integration with CRM, HRIS and other applications
• Web 2.0 engagement
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Survey Tools? Or Enterprise Feedback?
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How Does An Enterprise Platform Work
Panel Management
& Online
Survey Building
Communities
Enterprise
Feedback Workflow & User
Management Platform
Reporting Management
Database
CRM
Application
System Integration
Profile Survey
Integration Data Responses
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Panel Management & Data Integration
CRM
Data
Transactional Benchmark
Data Data
Panelist
Profile
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Combine Online Surveys, Online Communities & Business
Intelligence Database
Profile Survey
Data Responses
Online Surveys
Proprietary Panels &
Online Communities
Business Intelligence
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What Is An Online Community?
• Group of members who agree to interact with you and
with each other
• Bound by common interests (products, services, job
function, industry affiliation)
• They want to interact with and learn from others with
similar interests
• Provide rich information about themselves, their
interests, likes, dislikes, suggestions
• Consistent and informed source of feedback
• Typically provide qualitative feedback
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Why Build Online Communities?
Imagine walking into a room full of your customers at
any time, where you can ask any question, and are
guaranteed to get a response….
……How would you use that?
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Panels vs. Online Communities vs. Social Networks
Online Social
Panel Community Network
Researcher
Researcher
Researcher
Member Member
Panelist
Member Member
Member
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Traditional Feedback/Innovation Lifecycle
3-6 Months
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New Feedback Cycle: Online Communities + Surveys
Create targeted survey Post question to forum
Gather responses See responses
Analyze data Create questions for surveys
Days, Not Months
Bridge Gap
Between Quantitative &
Qualitative Data
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Combined Approach Eliminates Feedback Fatigue
• In traditional market research, respondents are
considered disposable
• In community research, community members are
valued partners
• Don’t survey members too often
• Don’t subject members to long or tedious
questionnaires
• Don’t ask members questions your organization
knows the answer to (e.g., profile information)
• Maintain a continuous dialogue
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Why Connect Your Enterprise Listening?
• Dramatically improve the quality of data and reduce the cost of data you receive
• Reduce the time to receive accurate, actionable and relevant information
• Protect data security and brand integrity
• Optimize spending
• Easily share data across the enterprise on a timely basis
• Align business goals based on timely stakeholder feedback
• Enhance agility by targeting resources based on timely feedback
• Quickly identify trends that can improve differentiation, loyalty and overall value
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Our Approach: A Single Platform That Uniquely Combines:
v4
Database
Profile Survey
Data Responses
Online Surveys
Proprietary Panels &
Online Communities
Business Intelligence
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Vovici Product Suite
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Vovici v4 Key Features:
• Manage survey creation workflows and approval cycles
• Lite author role enables easy on-boarding of entry-
level users
• Unique “assisted author” role
• Ability to circulate and track survey packages internally
• Manage feedback fatigue through Panel Management
and Online Community creation & management
• Standardized templates & questions, data security
• Industry’s most powerful analytics, data visualization
and reporting
• Detailed operational reports
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Examples of Online Feedback Communities
Maintains Brand Integrity
Demonstrates
Controls
management
access
commitment
Bill of Rights
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True
Feedback
Community
Profile
Updates
Results
Targeted Shared with
Surveys members
based on
profile data
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Special Book Offer:
• Arrange a demonstration or request a call-
back will receive a free copy of “Weapons of
Mass Collaboration” by Vovici CEO Dean
Wiltse
• http://www.vovici.com
• vovici.com
+1 800 787 8755

Questions & Answers
• To request a demonstration contact
your sales executive or:
• 1-800-787-8755
• sales@vovici.com
http://blog.vovici.com
• Our presenters welcome your
questions:
• Brian Koma, Vice President of
Marketing, bkoma@vovici.com
• Jeffrey Henning, Chief Strategy
Officer, jhenning@vovici.com
• vovici.com
+1 800 787 8755