Gartner Research

The Future of Customer Feedback in Marketing

Published: 12 April 2017

ID: G00328112

Analyst(s): Augie Ray , Jane-Anne Mennella , Jake Sorofman

Summary

Despite suggestions of their demise, customer surveys remain vital sources of customer insight for marketing leaders. But, as touchpoints proliferate and attention spans diminish, surveys must evolve to include new approaches to design, delivery, data integration and analysis.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Surveys aren't going away, but marketing leaders must evolve their design and delivery to match consumer attention spans
    • Recommendations
  • As customer experiences become more fragmented and complex, marketing leaders must augment survey data with more actionable, diagnostic data
    • Indirect feedback: Insight discovered in unfiltered conversations
    • Inferred feedback: Insight unlocked from observed behaviors
    • Recommendations
  • A proliferation of connected "things" will provide marketing leaders with new class of passively collected behavioral and sentiment data that could displace survey volume
    • Recommendations

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