Customer feedback solutions use short, context-sensitive, dynamic surveys to capture information from customers across all channels of contact. These solutions allow the contact center to create, launch, and modify customer surveys themselves, without the involvement of the IT department, thus providing the flexibility and timeliness required to identify and pursue the root causes of problems rapidly. Moreover, the real-time information provided by customer feedback systems can be used in combination with other technologies within the contact center, such as quality monitoring systems, to provide an even more comprehensive picture of customer and agent interactions.

Armed with the ability to influence, rather than merely measure customer satisfaction, contact centers can provide organizations with a formidable competitive advantage. In fact, without a way of collecting statistically valid customer feedback, organizations will be increasingly hard-pressed to hold on to customers in the cold, cruel world of competitive one-upmanship.