Chapter 11
Can We Talk? Managing Customer Feedback and Fostering Dialogue
In This Chapter
Looking at three rules for handling customer feedback
Understanding the difference between CRM systems and EFM programs
Seeing what an EFM program can do for you
Getting your EFM program up and running
Keeping in mind special considerations with social media
Suppose you’ve been single for a while. The dating scene is pretty wretched. Then one day, you encounter a fabulous person. Destiny! Fireworks! This person appears to meet every single one of the requirements on your unreasonably detailed list.
So what do you do? You watch every little action, observe every little gesture, and look for any clues of your beloved’s interests. You listen and capture every like and dislike. You soak up every conversation, hanging on each word.
What you’re really looking for is some actionable data out of all the unstructured feedback that you’re receiving. You want to extract key phrases and sentiments to gain ...
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