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Reliance on a single type of tool to gather and assess online customer experience is unnecessarily limiting. The best view is achieved when multiple angles are considered, combining data on what customers are doing and feedback on what they want.


  • The future of customer experience management is not single-purpose tools but comprehensive tool boxes. Vendors that have, to date, specialized in customer journey mapping or surveys and sentiment analysis are looking across the street for inspiration. Industry leaders are seeking combined capabilities to better serve their customers' needs.

Features and Benefits

  • Understand the conditions shaping enterprise feedback management.
  • Compare the advantages and disadvantages of disparate approaches.
  • Predict and prepare for the shift in vendor offerings.

Key questions answered

  • What issues complicate efforts to improve customer experience and engagement?
  • How will enterprise feedback management evolve to better serve the market?

Table of contents

Ovum view

  • Summary
  • Feedback tools complement each other
  • Expansion of capabilities will be the norm
  • Begin upgrade plans now


  • Further reading
  • Author

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