Report: Forrester names top CX feedback management platforms

The latest industry evaluation rates CX providers on a range of criteria including data sources and analysis, comprehensive view of the customers

The latest Forrester Wave has evaluated customer feedback management platforms and services and nominated the 12 most significant ones - Alida, Cisco Webex XM, Clarabridge, Concentrix, Confirmit, InMoment, Medallia, NICE, Qualtrics, Reputation, SMG and Verint.

The report shows how each provider measures up and helps customer experience (CX) and insights professionals select the right one to match their needs. The Customer Feedback Management Platforms Q2 2021 report highlights leaders, strong performers, contenders and challengers and is an assessment of the top vendors in the market.

Forrester's CX leaders

Looking at the leaders group, Forrester found Medallia leads in engaging stakeholders at all levels to be a part of the transformation and enables its more than 1400 enterprise and mid-market customers to take a programmatic approach which brings employees along on the CX transformation journey, whether in the C-suite or on the front lines.

Clarabridge was found to lead in text analytics and enabling an omnichannel view. The analyst firm said the vendors stands out from the pack when it comes to helping customers connect disparate data sources from various tools across silos like contact centre, digital and CX teams, creating a unified view. Along with its robust natural language processing (NLP) and natural language understanding (NLU) capabilities, Clarabridge has also continued to introduce new capabilities like intelligent scoring, which objectively and automatically scores interactions - whether a call, chat, message or email.

Forrester said InMoment combines robust technology with services, partnership and value and gets a tick for its partnership ability and focus on delivering outcomes. SMG is a standout when it comes to developing insights and partnership and is committed to the innovation of its platform, delivering nearly 300 enhancements last year, exceeding what it had initially planned.

Qualtrics excels in flexibility, agility and partnerships, offering a breadth of technology features and capabilities - and continues to invest in its XM services to better enable its customers. When there is something that the vendor cannot do, the need can often be met through its robust partner ecosystem of technology and services providers. 

Strong performers

In the group of strong performers, Forrester reported Concentrix leans in on services to set customers up for success. According to the report, NICE provides a robust set of solutions to drive transformation, while Confirmit balances complexity with flexibility and cost. Verint offers an omnichannel solution with a strong focus on digital interactions, and Reputation focuses first on the power of unstructured data from reviews.

In terms of surveys, Cisco Webex XM’s broader solutions focus on collaboration to drive better CX. Rounding off the top 12, Alida sits alone as a contender and was found to marry voice of customer (VoC) and communities to create a comprehensive insights solution.

The key criteria for evaluation included scope and scale, technology used, practices adopted, budget and maturity and plans. Forrester’s Q2 2020 State Of VoC And CX Measurement Programs Survey was in field online in June and July 2020 to gather insights about VoC and/or CX measurement programs. Just shy of 600 respondents participated in the survey, and 307 completed the survey.

When it comes to choosing a customer feedback management platform, Forrester recommended opting for a solution which integrates multiple feedback sources to create a holistic view of the customer. The research firm noted how integrations play a critical role in VoC programs, helping connect customer feedback and data across the enterprise and bringing together multiple channels and lines of business to enable a multidimensional view of the customer.

In addition, a platform should be able to incorporate large volumes of unstructured data and provide high-quality text analytics; provide support and services which formalise processes, drive action and prove results through intelligence program design, key driver analysis, insight deep dives, business case development, goal setting and financial linkage - and evaluate the team that will be providing the services to make sure it’s a good match before making a decision.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in