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Qualtrics’ Frontline Feedback Helps Brands Build a Customer-Centric Culture

Frontline Feedback puts the voice of employees at the center of a company's customer experience program

Frontline employees of any company are the most underutilized resources. Retail store staff and call center teams, among others, are the ones that interact with the customers and understand their needs and feedback better than anyone else in the company. They can help improve products and brand perception following feedback from real buyers. For this reason, they are the best-fit and should be the “go-to” resources for companies wanting to build a customer-centric culture.

A major player in the field of customer experience, Qualtrics, which is also the creator of the Experience Management (XM) category, recently made Frontline Feedback available to Qualtrics CustomerXM™. The Frontline Feedback tool helps CX (Customer Experience) teams with collecting, prioritizing, and acting on customer, employee, and product feedback by placing the VoE (Voice of Employees) at the core of their customer experience programs. CustomerXM by Qualtrics helps organizations to predict, deliver, measure, and respond exclusively to what the consumers need. This further enhances the customer experience, thus impacting key customer lifetime value, acquisition, and retention.

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Tim Aulph, Customer Care Information Systems Analyst at North American Bancard found the addition of Frontline Feedback to the Qualtrics platform exciting. “We are excited to leverage this capability for our Customer Care team, which would allow the employees closest to the customer to share their insights and enhance our ability to address customer needs and preferences,” Tim said.

The addition of Frontline Feedback feature will help companies identify customer experience gaps and contribute to a more customer-centric culture, en-route providing an amazing employee engagement. The manual and traditional methods of connecting with customers will no longer be required and frontline employees can collect experience feedback via channels they (and the customers) prefer. Organizations will have the option to prioritize feedback and surface hidden insights and recommended actions to suitable teams and project owners to move the vehicle forward. It will become easier to close feedback loops.

“Customers have higher expectations of brands than ever before. Frontline Feedback is the best solution to help organizations deliver a new standard of customer experience by proactively finding ways to meet, and exceed, consumer expectations” – Rupali Jain, Director of Product Management for CustomerXM, Qualtrics.

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