For as long as organizations have been gathering customer feedback, the most common method has been use of a "single-use, hastily processed, quickly forgotten survey," in the words of the Gartner Group. Over the past few years, many businesses have been attempting to move away from traditional, stand-alone survey implementations toward consolidated, enterprise-wide feedback systems to add strategic value to both overall business planning and internal efforts to improve processes and reduce costs-including the significant cost to large businesses of gathering external and internal customer feedback itself.
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