In a recent cover story published by The Atlanta Journal Constitution (AJC), Customers: Your feedback wanted … fast, Goizueta Business School’s marketing professor, Doug Bowman lends his expertise to discuss the increase in companies requesting customer feedback.
The article highlights how new technology has made collecting feedback easier and is augmented by the popularity of social media.
“The welter of feedback surveys is driven by improved technology that enables businesses to ask customers what they think at a lot less cost than in the old days of snail mail or phone surveys. Data mining also can be far more targeted than previously, allowing companies to more accurately assess the needs and wants of different market segments.”
Bowman adds, “there are more surveys because marketing is more data-driven and because companies want to make business decisions based on facts, not simply intuition.”