On June 2, 2015, Cvent Web Surveys officially changed its name and rebranded to “Inquisium.”
Company officials believe the new name will help companies of all sizes build feedback programs that provide reliable, first-hand insights for smart decision making. Better customer engagement will help marketers immensely.
Inquisium services include: Voice of the Customer, Employee Engagement, Event Feedback, Training & Development Feedback, Hospitality Feedback, Enterprise Feedback Management, and Directors & Officers Questionnaires.
Amy Brennan, Sr. Manager of Product Marketing for Inquisium participated in a Q&A with Loyalty360 about the rebranding.
What factors led to the company name change and how did you come up with this name?
Seven years ago we started a Web Surveys division within Cvent to focus on helping our event management customers collect feedback. Our expertise began to evolve quickly outside of the meetings and events industry as our customers asked for more sophisticated applications. We recognized that there was an opportunity to expand our technology and solutions practice and design programs to solve customer needs related to broader feedback areas, including voice of the customer and employee engagement.
To fully embrace our feedback management know-how, it only made sense to have a name synonymous with what we do. Inquisium, derived from the word “Inquisitive”, is all about asking questions–the right questions, and in turn, help organizations of all sizes build feedback programs that provide reliable, first-hand insights for smart decision making.
How would you characterize the state of marketing from your perspective?
The great thing about marketing today is that it continues to evolve as demand for products and services grow. More than ever, businesses and consumers have become increasingly savvy in the way that they research and consume content and to keep up with that shift, marketers must rely on best-in-class data to drive the right experiences for their brand to really make an impact. Additionally, every marketing channel must be considered and collecting feedback is the only way to know what works and what doesn’t.
What are companies doing well with the use of survey and feedback management systems and what are they doing not so well?
Feedback management has certainly shifted and has really seen an evolution in recent years. Basic survey point solutions generally can’t get the job done as organizations’ feedback needs become more and more sophisticated because every business yearns for more data and insights that drive the right decisions.
So I think that companies really want to collect feedback and have the best intentions, they sometimes just don’t know where to begin. Which is why Inquisium can really be that partner to ensure the right feedback programs are in place and better insights are produced to meet the organization’s goals.
The biggest issue we see, and one that we call a “survey crime”, is collecting feedback and doing nothing with the data. You might as well have not taken the time to build a survey or collect responses, because you can’t act on it. Plus, your customers, members, employees, constituents–whomever they might be, probably won’t take the time to provide more feedback if you didn’t hear them the first time around.