SALT LAKE CITY—Every company wants to make measuring customer satisfaction and loyalty     a top priority. They all talk about it; most of them do it. But are they     doing it right? To help answer that question, Allegiance,      Inc. has issued the white paper “Customer Data: The Essential     Element of Your Enterprise Voice of the Customer Program” to provide     an overview of the various types of customer data and feedback channels that are crucial to the success of any enterprise-wide Voice of     the Customer (VOC) program.

According to the paper, customer data should be gathered through both     structured and unstructured feedback. Structured feedback is solicited     primarily through surveys. For example, relationship surveys are     conducted to get a point-in-time read on customer     satisfaction, loyalty, and engagement. Transactional surveys, also     known as post-event surveys, are performed after some event or     interaction has occurred. Other types of structured feedback include     competitive surveys, vendor surveys, marketing surveys, advisory boards     and listening labs.

“Until recently, structured feedback was the main way that companies     could hear from their customers about their experiences,” said author     Annette Gleneicki, senior director of customer success for Allegiance,      Inc. “Customer emails or letters were mostly ‘cosmetic’ because     companies rarely responded to that feedback or changed processes because     of it. However, today customers have new ways to communicate, and     companies need to incorporate unstructured feedback to get a complete     picture of customer loyalty and engagement.”

Unstructured feedback is unsolicited and comes in many forms, including social     media, online forums and communities, blogs, “Contact Us” pages, and     letters or emails to the company. The challenges are to: (a) find ways     to harness all of this data; and then (b) put someone in charge of     analyzing/gleaning insights from it and acting on it in conjunction with     structured feedback. Incorporating these data into a VOC strategy allows     companies to get the full picture of individual customers, target     customer segments, or an entire customer population.

To download a complimentary copy of the paper “Customer Data: The     Essential Element of Your Enterprise Voice of the Customer Program,”      visit

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About Allegiance, Inc.

Allegiance, Inc. offers next generation Voice     of the Customer (VOC) and feedback management software to help     organizations grow customer and employee loyalty and engagement. The     Allegiance Engage     Software platform facilitates survey creation and gathers responses     and unsolicited comments in real-time into a centralized online system,      saving time, effort and money. Allegiance solutions measure customer and     employee engagement, revealing precise actions to grow engagement and     increase revenue. Allegiance Enterprise     Feedback Management (EFM), predictive analytics, and professional     services combine to help businesses capitalize on engagement. In     2009, Allegiance was ranked 58th on the list of the 500     fastest growing, privately held companies in the U.S. by Inc. Magazine.      For more information about Allegiance, visit

Allegiance, Inc.
Chris Cottle, 801-617-8034
Chereskin     Communications
Valerie Chereskin, 760-942-3116

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