For Market Insights Professionals

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	October 17, 2008 Best Practices: The Next Wave In Customer Satisfaction Studies Is CRM Integration How Firms Move From Measuring To Fixing Customer Problems by Brad Bortner with Ellen Daley, Chétina Muteba

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Executive Summary

A rising tide of customer satisfaction research is also lifting the tide of another type of software enabled solution to harness these insights. They are enterprise feedback management (EFM) systems that combine elements of survey tools with tight customer relationship management (CRM) integration to create centralized repositories of customer insight and allow almost real-time attempts to resolve customer satisfaction problems. These solutions can be either good for market research groups or just another internal headache — depending on how they are embraced. Forrester believes that they represent a rising tide in research, and we advise savvy researchers to embrace them and use them to guide their deployment.

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