Forrester as just released their Q4 2018 Forrester Wave™ for Customer Feedback Management Platforms, identifying, analysing and scoring the most significant vendors in the market. The report “shows how each provider measures up and helps customer experience professionals choose the right Customer Feedback Management vendor for their organization“.
Forrester’s last evaluation in this space was back in Q2 2017, and since then significant changes and improvements were noticed in the technology platforms. However, challenges on the CX space are still there for CX professionals to face. They are struggling to improve CX due to…
- Missing strategy and cooperation across the organisation
- Ad-hoc and uncoordinated projects and initiatives
- Shortage in customer experience measurement data
- Disparate operational (O-data) and experience (X-data) data silos
- Absence of a C-level or senior leadership sponsor
- Lack of one single experience and feedback management platform
Qualtrics and Medallia are clearly leading the pack, not only in terms of offering but also market presence. And these are the ones I usually hear and talk about, when I’m discussing with my clients.
Forrester recognises that Qualtrics “has made significant investments (…) strengthening its position” in particular in its “analytics capabilities by adding the ability to conduct complex conjoint analysis (…) and introducing Predict iQ, which lets clients move from being reactive to proactive by identifying at-risk customers“. But Qualtrics is much more than just a CX platform, as they have built a comprehensive XM platform that brings brand, product, and employee experience together with customer experience.
The other leader, Medallia, also “enables a culture of CX, democratizing insights by bringing the VoC to the frontlines and incorporating the voice of the employee”, and they also “updated its text analytics capabilities and introduced new features like Conversations, which lets customers provide real-time feedback across messaging platforms such as SMS and Facebook Messenger (…) and VoC Anywhere, which lets companies collect feedback natively through various internetconnected devices or platforms”.
One thing is for sure, a Customer Feedback Management platform is critical to CX transformation. Forrester says…
“To transform customer experience, CX professionals rely on customer feedback management technologies and services (…) because it helps manage complexity, by centralizing and automating key VoC activities [Listen, Interpret, Act, and Monitor]“.