All too often, market research data is only folded into long-term trend analysis.  Don’t get me wrong–it’s better to have some information than none at all.  Still, this isn’t your grandmother’s market research.  Companies no longer have to spend weeks or months analyzing data from customer feedback surveys, only to hope that their conclusions are correct for the next big marketing push.  Experienced firms can determine which best practices actions will have the greatest impact on Customer Engagement.  Good CEM (Customer Engagement Management) solutions should also offer stakeholders the ability to adjust their responses to customer feedback in real time. In other words, the customer feedback you collect today should be used later today to improve customer relationships, recover disgruntled clients, and grow new business.

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